Anthony W. Ulwick

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“We are committed devotees. Our innovation teams have seen the Outcome-Driven Innovation process work not just once, but over and over again. Without a doubt, it brings predictability to innovation and contributes to growth.”
Clive Meanwell
Chief Executive Officer, Chairman, The Medicines Company
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“In What Customers Want, Tony Ulwick redefined how innovators think about their customers. His importance and satisfaction framework for a customer’s “jobs to be done” has influenced a generation of marketing and innovation professionals. Now with Jobs to be Done: Theory to Practice, we get the refined version, based on a decade of Tony’s learnings applying the framework.”


Michael Wynblatt
Ph.D., Vice President of Innovation, Ingersoll Rand
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“Outcome-Driven Innovation’s customer-centric approach to innovation and product design helps us define and address truly important client challenges. That additional clarity further
enables us to develop and deliver solutions that provide real customer value, as well as deep, ongoing benefits to my organization and me. Our understanding of client needs and how to gain insight into those needs has been greatly improved.”


Alex Johnson
System Architect - Next Generation Systems of Process Automation, Schneider Electric
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“I’ve had the privilege to work with Tony and his team across two different organizations. Each time he has elevated our thinking and brought us a way to drive innovation that is radically different from traditional methods. It has been a great journey watching our team think and act with a focus on customer-centric outcomes.”