Anthony (Tony) W. Ulwick is the founder and chief executive officer of Strategyn, LLC.
[3] In 2005, Ulwick explained his theory in the book “What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services”.
[4] In October 2016, Ulwick released a second book – “Jobs to be Done: Theory to Practice”.
[6] Today the firm has offices in the United States, Europe, and Australia.
Strategyn has worked with corporations including Bosch, Colgate-Palmolive, Hewlett-Packard, Ingersoll Rand, Johnson & Johnson, Kimberly-Clark, Microsoft, and Motorola to implement ODI.