Tony Ulwick is the pioneer of the Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn.

• What is Outcome - Driven Innovation and why did Tony decide to make it open-source?
• What did your career as an engineer teach you about running a business?
• What causes failure and how can you diminish the risk of failure?
• What metrics reduce failure and how does WSJ know immediat ely that IBM's product was a failure?
• Why don't more companies adopt this process? HBR 2002 and HBR 2016 promote this process.
• How do you help companies implement the innovation and what are some of the causes of failure?

Tony Ulwick is the pioneer of the Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of strategy and innovation consulting firm Strategyn. Tony has applied his ODI process at some of the world’s leading companies and across nearly all industries to inform breakthrough innovations — achieving a success rate that is 5 times better than the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation. Publishe d in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of best sellers What Customers Want and JOBS TO BE DONE: Theory to Practice.

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