Strategyn’s founder Tony Ulwick worked as a senior product planner at IBM for 10 years before he founded Strategyn in 1991. In the years that followed, he and his team applied and refined Strategyn’s innovation process in hundreds of product planning engagements with leading companies in nearly every industry. Strategyn applied for and was granted 12 patents on its process, the first of which was issued in 1999.
In late 1999, Tony introduced the Outcome-Driven Innovation (ODI) process to Harvard Business School professor Clayton Christensen. This contributed to Clay’s interest in what has become known as Jobs-to-be-Done Theory.
In 2002, Tony authored the Harvard Business Review article, Turn Customer Input into Innovation, generating broad interest in a new way to think about innovation. Ulwick’s 2005 book, What Customers Want, helped to propel Jobs Theory and the ODI process into the mainstream.