Press

Strategyn's objective is to make Outcome-Driven Innovation® the standard practice for innovation in businesses around the world.

Strategyn’s Latest Groundbreaking Innovation Methodology Is Published in the Harvard Business Review
(Aspen, CO) April 29, 2008 – “The Customer-Centered Innovation Map,” by Strategyn senior consultant Dr. Lance Bettencourt and company founder Anthony Ulwick, introduces a visionary mapping system for analyzing the jobs customers want to get done in a way that reveals unique and valuable opportunities for innovation.

Answers to a Top Innovation Problem Revealed in Sloan Management Review
(Aspen, CO) April 10, 2008 – A new article by innovation thought leader Tony Ulwick presents a groundbreaking discovery in the field of product and service innovation that renders traditional voice-of-the-customer research obsolete and dramatically advances the innovation process.

Strategyn Announces an Alliance Partnership with
Stage-Gate® Inc.
(Aspen, CO) January 22, 2008 – Strategyn, pioneer and leader in Outcome-Driven Innovation®, is pleased to announce its affiliation as an alliance partner with Stage-Gate Inc., a world-renowned organization offering solutions that enable companies to improve their product innovation and portfolio management capabilities.

Current Voice-of-the Customer (VOC) Methods Are Destined for Obsolescence with New Definition of “Customer Need”
(Aspen, CO) July 23, 2007 - Strategyn CEO Tony Ulwick and longtime Strategyn consultant Lance Bettencourt have coauthored “What Is a Customer Need?” This profound article sheds new insight into how companies must define “need” and listen to customers if they want to successfully drive growth through innovation.

The “House of Quality” Is Declared Obsolete by Leading Industry Experts
(Aspen, CO) July, 2007 - Strategyn CEO Tony Ulwick has joined Richard Zultner, a founder and director of the QFD Institute, and Rick Norman, a longtime QFD practitioner, in writing “Retiring the House of Quality,” a provocative and profound article that explains how Strategyn’s Outcome-Driven Innovation® methodology has rendered the house of quality obsolete as a tool for the front end of product and service innovation.