Reinventing Innovation

We've evolved innovation from an art to a predictable science.

Over the past 25 years, Strategyn has turned jobs-to-be-done theory into the world’s most powerful innovation process Outcome-Driven Innovation (ODI). This patented innovation process is the cornerstone of our success. We use it to help companies invent and launch breakthrough products and services. Learn more about Jobs Theory and our ODI process and then contact us to discuss how we can help your company grow.

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The Strategyn story

Revolutionizing the innovation process

Patent Issued

Strategyn is awarded its 6th patent, 8,494,894, which integrates jobs-to-be-done theory and the ODI process into an enterprise solution that guides strategy and innovation decision making.

July 2013
innovation process

Strategyn is awarded its 5th patent, 8,214,244, for inventing a method to size markets and price products based on what customers are willing to pay to get a job done.

June 2012

Strategyn forms a new start-up venture with a Fortune 100 company to bring a disruptive product to market. Strategyn serves as the company's founding CEO and innovation team and uses the ODI process to create the investment thesis, drive product development, and launch the product.

Joint Venture Formed
March 2012
Patents Filed

Strategyn files for 4 additional patents on its innovation process, extending its reach into strategy, market sizing, pricing, concept testing, ideation, messaging and outcome gathering.

September 2010
innovation process

Strategyn’s first track record study reveals that its Outcome-Driven Innovation process has an 86% success rate, which is five times the industry average.

July 2010
Edison Award Received by J&J

Strategyn uses ODI to help Johnson & Johnson’s Ethicon Endo Surgery create the harmonic blade. The product wins the prestigious Edison Gold Award for innovation.

June 2010
Article Published in HBR

Harvard Business Review publishes Ulwick’s article, “The Customer-Centered Innovation Map”, which explains Strategyn's method for mapping the job-to-be-done and how Strategyn uses that information to drive the innovation process.

May 2008
Article Published in SMR

MIT Sloan Management Review publishes Ulwicks article, “Giving Customers a Fair Hearing”, which explains why Strategyn's method for capturing customer needs is superior to traditional methods.

May 2008
Patent Issued

Strategyn is awarded patent number 7,340,409 for a computer based process for strategy evaluation and optimization based on customer desired outcomes and predictive metrics.

March 2008
What Customers Want

McGraw-Hill publishes Tony Ulwick’s What Customers Want, a best-selling business book that explains what the Outcome-Driven Innovation process is, how it turns the jobs-to-be-done innovation theory into practice, and how Strategyn uses it to drive corporate innovation.

August 2005
Opportunity Landscape Introduced

Strategyn introduces the Opportunity Landscape, a visual map that shows the degree to which a market is under- or overserved. Strategyn uses the landscape to help companies formulate successful innovation strategies and enhance the innovation process.

December 2004
Successes Achieved Across Industry

Strategyn continues its string of successes with new products and services created for companies and organizations that include Kroll Ontrack, Microsoft, and Bosch.

September 2004
Academic Thinking Influenced

In his book The Innovator’s Solution, Clayton Christensen devotes a chapter to the “jobs-to-be-done” innovation theory, citing Ulwick’s work and the ODI innovation process.

September 2003
Patent Filed

After years of refinement, Strategyn files a patent on its outcome-based market segmentation methodology. Strategyn’s approach to segmentation improves the innovation process and drives strategy by making it possible to find under- and overserved segments of customers and segments of customers with different unmet needs.

June 2002
HBR Gives Recognition

Harvard Business Review recognizes Strategyn’s thinking as one of the best business ideas of the year, declaring it one of “the ideas that will profoundly affect business as we forge ahead in today’s complex times.”

March 2002
Article Published in HBR

Tony Ulwick publishes “Turn Customer Input into Innovation” in the Harvard Business Review. It introduces Strategyn’s innovation process and the opportunity algorithm to HBR readers.

January 2002
Solution Offered to the Innovator’s Dilemma

Tony Ulwick explains to Harvard Business School professor Clayton Christensen how the Outcome-Driven Innovation process solves the issues he raised in his book The Innovator’s Dilemma by making the “job”, not the customer or the product, the unit of analysis.

November 2000
Patent Issued

Strategyn is awarded patent number 6,115,691 for a computer based process for strategy evaluation and optimization based on customer desired outcomes and predictive metrics.

September 2000
Patent Issued

Strategyn is awarded patent number 6,085,165 for a process and system for mass customization.

July 2000
Patent Issued

Strategyn is awarded patent number 5,963,910 for a computer based process for strategy evaluation and optimization based on customer desired outcomes and predictive metrics.

October 1999
New Segmentation Method Introduced

Strategyn helps Motorola discover a unique set of customer segments by segmenting its radio market around the customer’s unmet needs. This new outcome-based segmentation method leads to the creation of the TalkAbout radio and a new professional radio that accelerated the division’s growth from 0% to 18%. Segmentation becomes part of the ODI innovation process.

June 1997
First Patents Filed

Strategyn files its first innovation process patents.

September 1996
New Methods for Ideation and Concept Testing Introduced

Strategyn uses its qualitative and quantitative research data as inputs into the concept creation (ideation) and concept testing processes. This results in a more integrated and powerful innovation process. Successes continue with companies such as United Technologies and AlliedSignal.

September 1994
First Major Success is Achieved

Using ODI, Strategyn helps Cordis Corporation grow its angioplasty balloon market share from 1.5% to 20% and launch the stent, creating a billion-dollar market in less than two years. This is the first in a string of successes that confirm the power of Outcome-Driven Innovation.

October 1993
New Method Introduced for Defining and Prioritizing Customer Needs

Strategyn is the first company to define a customer need as a metric that customers use to measure success when using a product to complete a task or process. This leads to new qualitative and quantitative research methods to uncover these needs and determine which are unmet. With these discoveries, the Outcome-Driven Innovation (ODI) process is born.

October 1992
Strategyn Founded

Strategyn is founded by Tony Ulwick with the goal of transforming the innovation process from an art to a science.

October 1991
Inspired to Create a Better Way

Tony Ulwick spends 10 years at IBM, where he witnesses IBM launch one failed product after another using such innovation tools as VOC, QFD, and conjoint analysis. He sets his sights on creating a better way.

February 1980