Author

Tony Ulwick is the Founder and Chief Executive Officer of Strategyn. He is the pioneer of jobs-to-be-done theory and the inventor of Outcome-Driven Innovation. His work has helped the world’s leading companies launch some of the fastest-growing products in history. His best-selling book, “What Customers Want,” and his articles in the Harvard Business Review and MIT Sloan Management Review have been cited in hundreds of publications. His work has defined a new era in customer-centric innovation.