Tony Ulwick talks about his book, Jobs to be Done: Theory to Practice - his life's work of 25 years

He is Tony Ulwick, Founder and CEO of Strategy. Tony is the pioneer of jobs-to-be-done theory and the inventor of Outcome-Driven Innovation® (ODI), a powerful innovation process with a documented success rate that is 5-times the industry average. Tony has been granted 12 patents for his game-changing innovation practices, which result in products that help customers get a “job” done better.

This is what Philip Kotler, the marketing guru says about Tony, “I call Ulwick the Deming of Innovation because, more than anyone else, Tony has turned innovation into a science.”

Another Harvard Prof and Management Guru Clayton Christenson, in his popular book, Innovator’s Solution cites Tony Ulwick as the originator of Jobs to be done.

Tony has contributed many times to HBR and MIT Sloan Management Review.