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Anthony W. Ulwick
Anthony (Tony) W. Ulwick is the founder and Chief Executive Officer of Strategyn, LLC. an innovation consulting firm based in San Francisco. He is the creator of Outcome-Driven Innovation (ODI).
==Innovation consulting==
Ulwick began working on innovation strategies in 1980 while working at IBM.〔("Strategyn website About Us page." ) Accessed Aug. 16, 2013〕 In January 2002, ''Harvard Business Review'' published Ulwick’s article “Turn Customer Input into Innovation,” which outlined Ulwick’s innovation concept of “outcomes that customers are seeking” that encourages companies to develop products to fulfill what their customers are trying to accomplish.〔Christensen, Clayton M. and Michael E. Raynor. ("Excerpt of 'The Innovator's Solution.' ) USA Today. Nov. 11, 2003〕
The Outcome-Driven Innovation (ODI) method outlined in the ''Harvard Business Review'' received ''Harvard Business Review’s'' distinction as one of the seven best “breakthrough ideas for today’s business agenda” in 2002.〔("2002 HBR List: Breakthrough Ideas for Today's Business Agenda." ) ''Harvard Business Review.'' March 1, 2002〕
In 2005, Ulwick explained his theory in the book “What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services”.〔Ulwick, Anthony. “What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services” Aug. 16, 2005. ISBN 0071408673〕
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