Anthony W. Ulwick



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VIDEOS AND WEBINARS

youtube.com/strategyn


BOOKS AND ARTICLES


What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
by Anthony Ulwick
McGraw-Hill (2005)


Turn Customer Input Into Innovation
by Anthony Ulwick
Harvard Business Review — January 2002


Prescription for Health Care Cost Reform
by Anthony Ulwick, Clayton Christensen, Jerome Grossman
Harvard Business Review — March 2003


Do You Really Know What Your Customers Are Trying to Get Done?
by Anthony Ulwick
Harvard Business Review — March 2003


Lost in Translation
by Anthony Ulwick
Harvard Business Review — May 2004


Giving Customers A Fair Hearing
by Anthony Ulwick and Lance Bettencourt
MIT Sloan Management Review — April 2008


The Customer-Centered Innovation Map by Lance Bettencourt and Anthony Ulwick Harvard Business Review — May 2008
TONY ULWICK


ABOUT
Tony Ulwick 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. He is the author of What Customers Want (McGraw-Hill) and numerous articles in Harvard Business Review and Sloan Management Review.


CONTACT


tony@strategyn.com

www.strategyn.com www.anthonyulwick.com




SPECIAL THANKS


A special thanks goes to Perrin Hamilton for his contributions in creating the Jobs-to-be-Done Growth Strategy Matrix and writing Chapter 3, and also to Christian Sarkar who has been amazing through each step of the publishing process. I’d also like to thank my entire team at Strategyn for their support and commitment to advancing the process of innovation. Lastly, I want to thank my wife Lindsay for making my life perfect.
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