Tony Ulwick

Tony Ulwick is a business innovation expert known for developing the "Jobs to Be Done" (JTBD) theory and the Outcome-Driven Innovation (ODI) methodology. These frameworks help companies understand the specific needs and goals of their customers—what they’re trying to accomplish—and then create products or services that better meet those needs. By focusing on customer "jobs," Ulwick’s approach guides organizations to innovate more effectively, prioritize features that truly matter, and improve success rates for new offerings. His work helps companies align their innovations with real customer demands to drive growth and competitive advantage.