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Tony Ulwick

Founder & CEO
Strategyn

Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of Strategyn — a leading strategy and innovation consulting firm. Tony has applied his ODI process at many of the world’s leading companies and across nearly all industries to inform breakthrough innovations—achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation. Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.

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