About The Speaker

Tony Ulwick

Founder and CEO of Strategyn, Inventor, Best-Selling Author, and Innovation Thought Leader.

The Pioneer of Jobs-to-Be-Done Theory and Outcome-Driven Innovation®

Live via Zoom”


Tony Ulwick is the founder and CEO of Strategyn, an innovation consultancy that helps companies achieve exponential growth by understanding and fulfilling their customers’ needs. He is also the inventor of the Jobs-to-Be-Done Theory and Outcome-Driven Innovation® (ODI), a revolutionary strategy and innovation process that increases the success rate of innovation by five times.

Tony has worked with more than one-third of the Fortune 100, helping them generate billions of dollars in revenue growth. He has also received 12 patents for various aspects of the ODI process.

Tony is the best-selling author of What Customers Want, the original book on Jobs-to-Be-Done Theory, as well as articles published in Harvard Business Review and MIT Sloan Management Review. He is widely recognized as an innovation thought leader who challenges conventional wisdom and offers counterintuitive insights on how to create and deliver value to customers.

Outcome-Driven Innovation: Transform innovation from an art to a science

If you want to learn how to transform innovation from an art to a science, you need to learn from Tony Ulwick. In his keynote talk, you will discover:

  • How to use Jobs-to-Be-Done Theory to categorize, define, capture, organize, and prioritize customer needs.
  • How to use Outcome-Driven Innovation® to link customer-defined metrics to the customer’s Job-to-be-Done.
  • How to apply the 5 strategies that drive growth and how to correctly categorize, understand, and employ them.
  • How to put Jobs to be Done Theory and ODI into practice with real-world examples and case studies.