Tony is the pioneer of Jobs-to-be-Done Theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. Tony has applied his ODI process in the world’s leading companies and across nearly all industries, achieving a success rate that is 5-times the industry average. Philip Kotler calls Tony “the Deming of innovation” and credits him with bringing predictability to innovation.
Tony is the author of the best seller, What Customers Want, and his latest book titled JOBS TO BE DONE: Theory to Practice. Tony has also published articles in the Harvard Business Review and MIT Sloan Management Review. His work is cited in hundreds of publications.