Anthony Ulwick

Anthony (Tony) Ulwick is the founder and CEO of Strategyn, a business consulting firm specializing in product innovation. Tony is an inventor, entrepreneur and a thought leader in the field of strategy and innovation. As an inventor, Tony has spent 20 years creating Outcome-Driven Innovation, a powerful innovation process that has a success rate of 86 percent - that is 5 times the industry average. Outcome-Driven Innovation is an eight-step process relying on the analysis of the customer's 'jobs-to-be-done' and defining metrics ('desired outcomes') for these jobs. He holds 4 issued and 6 pending patents that explain how he reinvented this complex process.
As an entrepreneur, Tony is the founder and CEO of Strategyn Consulting and the co-founder and managing director of Strategyn Equity Partners. His work has generated billions of dollars in revenue growth for companies such as Microsoft, Johnson & Johnson, Motorola, Colgate-Palmolive, and others. The focus of his businesses is to help companies accelerate growth through sound strategy and innovation.
As a thought leader, Tony has won the best business idea award from Harvard Business Review. He has authored the best-selling book, “What Customers Want.” His articles, which have been published in the Harvard Business Review and MIT Sloan Management Review, are cited in hundreds of publications. His counterintuitive views have challenged the way academics and executives think about strategy and building a culture of innovation.
Ulwick lives in San Francisco, California.
Published works
*Turn Customer Input into Innovation, Harvard Business Review, January 2002.
*A Prescription for Health Care Cost Reform. Harvard Business School Publishing.
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