Anthony W. (Tony) Ulwick

Founder and CEO of Strategyn; creator of Outcome-Driven Innovation® (ODI). Ex-IBM, developed the ODI methodology from ~1990 onward — predating Christensen's public JTBD writing by roughly a decade. Ulwick asserts that the "job is the unit of analysis" insight was his in the mid-1990s (sources/2009-ulwick-what-is-odi, p. 9), later cited by Christensen in HBR Jan 2002 ("Turn Customer Input into Innovation").

In the wiki

sources/2009-ulwick-what-is-odi — Strategyn whitepaper "What is Outcome-Driven Innovation?"
concepts/outcome-driven-innovation — the method itself.
frameworks/jtbd — ODI as the quantitative strand of JTBD.

Key publications

"Turn Customer Input into Innovation", Harvard Business Review, January 2002 — introduced the Opportunity Algorithm.
What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services (McGraw-Hill, 2005).
"The Customer-Centered Innovation Map" (with Lance Bettencourt), HBR, May 2008 — introduced the Universal Job Map.
"Giving Customers a Fair Hearing", Sloan Management Review, Spring 2008 — desired-outcome statement rules.
Jobs to be Done: Theory to Practice (2016) — Ulwick's own JTBD book.

Signature constructs

Job as unit of analysis (mid-1990s).
Universal Job Map — 8 steps (Define → Locate → Prepare → Confirm → Execute → Monitor → Modify → Conclude).
Desired-outcome statement syntax — strict 5-element template.
Opportunity Algorithm — Importance + max(Importance − Satisfaction, 0).
Consumption Chain Jobs — 12 peripheral jobs around the core.

Contrast with Christensen

Dimension	Ulwick / ODI	Christensen / narrative JTBD
Style	Quantitative, metric-based, deterministic	Narrative, story-based, emotionally rich
Data collection	Structured surveys with importance/satisfaction ratings	Buyer timeline interviews, "struggling moment" probes
Output	50–150 ranked desired outcomes	Job statement + forces-of-progress model
Claims	Reproducibility, 86% success rate	Explanatory depth, competitive insight
BPM affinity	Very high (Ulwick literally equates functional jobs with processes)	Medium (the "aligning processes" section in 2016 HBR)

entities/clayton-christensen · frameworks/jtbd · concepts/outcome-driven-innovation
Lance Bettencourt — co-author on HBR 2008 "Customer-Centered Innovation Map" (referenced-not-ingested).