What Strategyn does

Strategyn is a privately held strategy and innovation consulting firm, founded in 1991 (originally as The Total Quality Group, renamed Strategyn circa 1999) and headquartered in Denver, Colorado. The firm is the originator of Jobs-to-be-Done (JTBD) theory and the inventor of the Outcome-Driven Innovation (ODI) process — a five/six-step methodology that defines a market around a job-to-be-done, uncovers 50-150 desired outcomes per job, quantifies importance and satisfaction across statistically valid samples (180-3,000 respondents), segments customers by unmet outcomes rather than demographics, and prioritizes opportunity via the proprietary Opportunity Algorithm. The methodology is protected by US and international patents and is delivered as a registered trademark.

Strategyn monetizes the IP through three channels. The largest is bespoke enterprise consulting under services branded "Create a Product Strategy," "Build an Innovation Capability," and "Innovation Training," sold via "Book a strategy call" on a quote-based, multi-year basis to Fortune 500 and large organizations. The second is the ODIpro Strategy Platform — a cloud platform packaging ODI courses, tools, community, expert access, and the JTBD Training & Certification track — which adds a subscription/recurring layer. The third is intellectual property licensing and book sales (Ulwick's What Customers Want; JOBS TO BE DONE: Theory to Practice). Marketing is content-led via founder Tony Ulwick's HBR and MIT SMR publications, a webinar series, gated white papers, and a free Innovation Assessment that feeds the strategy-call funnel. Strategyn reports 1,000+ consulting engagements across 30+ industries and a named client list that includes Microsoft, Johnson & Johnson, Procter & Gamble, Medtronic, Roche, Schneider Electric, Philips, Abbott, Arm & Hammer, and Bosch.

The firm has 11-50 employees, no institutional funding or parent company, and is led by founder/CEO Tony Ulwick. Recent product activity in 2024-2025 includes the Innovation Assessment V2.0.1, a continuous webinar series on the Opportunity Algorithm, Outcome-Based Segmentation, and the JTBD Strategy Matrix, an October 2025 launch of the "Outcome-Driven AI" service line, and a March 2025 regional partnership-led research project in Romania — collectively suggesting a hybrid services-plus-platform expansion strategy.

Name

Strategyn

Legal name

Strategyn LLC

Website

https://strategyn.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Strategyn is a privately held Denver-based strategy and innovation consulting firm that invented the Outcome-Driven Innovation process and Jobs-to-be-Done theory, serving Fortune 500 and large organizations across 30+ industries with bespoke consulting, the ODIpro software platform, and certification.

Ownership category

akta.pro rank

Product category

Innovation Consulting

NAICS

Other Scientific and Technical Consulting Services (54169), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industries

Corporate Strategy Advisory (BPAHADAA), Competitive Intelligence & Benchmarking (BPAHALAB), Strategy & IT Advisory (BPAEAAAA), Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

Keywords

• Innovation consulting services
• Jobs-to-be-Done theory
• Outcome-Driven Innovation methodology
• Product strategy consulting
• Innovation training certification

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Strategy & Innovation Consulting Engagements: Bespoke enterprise consulting engagements (Strategy and Innovation Consulting) including product strategy, innovation capability builds, and ODI-based market research projects. 1000+ engagements completed since 1991 with Fortune 500 firms. Quote-based, project-scoped pricing via "Book a strategy call."
2. ODIpro Platform Subscriptions & Training: Recurring / subscription access to the ODIpro Strategy Platform (Courses, Tools, Community, Access to Innovation Experts, Private Monthly Events) plus JTBD Training and Certification programs.
3. Book / Intellectual Property Licensing: Sale and licensing of authored bestsellers (What Customers Want; JOBS TO BE DONE: Theory to Practice) and downloadable e-books/audiobooks; Strategyn® and Outcome-Driven Innovation® are registered trademarks protected by US and international patents.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Strategyn is a strategy and innovation consulting firm that delivers the proprietary Outcome-Driven Innovation (ODI) methodology, built on Jobs-to-be-Done (JTBD) Theory, through bespoke consulting engagements (product strategy, innovation capability builds, market research). The methodology is operationalized through the ODIpro cloud software platform and a JTBD Training & Certification program, supported by a free self-serve Innovation Assessment diagnostic. Strategyn has completed 1,000+ engagements with Fortune 500 and other large enterprises across 30+ industries.

Product overview

Strategyn is a strategy and innovation consulting firm offering a portfolio that combines a core proprietary methodology, a software platform, training/certification, and advisory services. The anchor is the Outcome-Driven Innovation (ODI) process, a 5-step methodology built on Jobs-to-be-Done theory and protected by US and international patents. ODI is delivered three ways: (1) hands-on consulting engagements under "Create a Product Strategy", "Build an Innovation Capability", and related services, (2) the ODIpro Strategy Platform, which packages ODI courses, tools, community, and expert access with the JTBD Training & Certification track, and (3) the Free Innovation Assessment diagnostic tool. Adjacent offerings include Innovation Training, the Outcome-Driven AI service, the Strategyn Webinars series, and the firm's publications — Tony Ulwick's books "What Customers Want" and "JOBS TO BE DONE: Theory to Practice" — that codify and extend the methodology.

Differentiator

Problem solved

Functional benefit

Brands

• ODIpro: Software/strategy platform that operationalizes Strategyn's Outcome-Driven Innovation (ODI) methodology for customer-centered innovation work.

Products and services

• Outcome-Driven Innovation (ODI) Strategyn's proprietary, data-driven strategy and innovation process built on Jobs-to-be-Done theory. A 5-step process (define market around JTBD, uncover desired outcomes, quantify unmet outcomes, discover hidden segments, formulate/deploy strategy) reported to achieve an 86% success rate (vs 17% industry average) across 1,000+ consulting engagements. Sold as a consulting engagement.
• ODIpro Strategy Platform Cloud-based software platform that operationalizes the ODI methodology, bundling Courses, Tools, Community, Access to Innovation Experts, and Private Monthly Events, with a login portal at https://odi.strategyn.com/auth/signin. Includes a JTBD Training & Certification track. Sold as an annual subscription.
• JTBD Training & Certification
• Innovation Training
• Create a Product Strategy (consulting)
• Build an Innovation Capability (consulting)
• Outcome-Driven AI
• Free Innovation Assessment
• JOBS TO BE DONE: Theory to Practice (book)
• What Customers Want (book)

Named customers22 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered minor — regional event partner, major — flagship co-development example and core infrastructure.

• Romanian Tech Startups Associationminor — regional event partnerGTM or Marketing Partner · 10 March 2025Co-host of a national innovation research project in Romania using ODI&JTBD methodology, as part of the March 13, 2025 webinar for the Romanian business community hosted by Tony Ulwick. Aims to assess innovation performance in Romania (currently 34% below the EU average per the European Innovation Scoreboard 2024).
• Romanian Business Leadersminor — regional event partnerGTM or Marketing Partner · 10 March 2025Co-host of the March 13, 2025 webinar and national innovation research project in Romania, supporting assessment of Romania's innovation performance.
• Startup Reaktorminor — regional event partnerGTM or Marketing Partner · 10 March 2025Co-host of the March 13, 2025 webinar for the Romanian business community and the national ODI&JTBD-based innovation research project.
• The Networkminor — regional event partnerGTM or Marketing Partner · 10 March 2025Co-host of the March 13, 2025 webinar for the Romanian business community and the national ODI&JTBD-based innovation research project.
• Strategis RBCminor — regional event partnerGTM or Marketing Partner · 10 March 2025Co-host of the March 13, 2025 webinar for the Romanian business community and the national ODI&JTBD-based innovation research project.
• MVP Health Care regional health system partner (Vermont/New York)major — flagship co-development exampleStrategic or Co-development PartnerMVP Health Care, supported by Strategyn's ODI data, co-created one of the fastest-growing Medicare Advantage products in the Northeast with a regional health system of hospitals and physician practices serving Vermont and New York. The ODI insights were shared to win a competitive RFP and inform a physician-inspired, customer-centric product; partnership delivered 12x the customers of a competing local system.
• Pardot (Salesforce Marketing Cloud)core infrastructureTechnology or IntegrationStrategyn uses Pardot as its CRM platform for sales and marketing purposes (AMCV / visitor_id cookies tied to Pardot). The Cookie Policy lists multiple Pardot visitor_id cookies used to track Site visitors.
• Google Analytics / DoubleClick / Google Adscore infrastructureTechnology or IntegrationStrategyn uses Google Analytics, Google Ads (DoubleClick), and Google Maps cookies extensively for analytics, advertising, and site functionality. Privacy policy explicitly references Google Analytics for Display Advertising.
• Pendocore infrastructureTechnology or IntegrationPendo cookies (_pendo_accountId, _pendo_meta, _pendo_visitorId) are used by Strategyn for marketing and promotional purposes.
• Optimizelycore infrastructureTechnology or IntegrationOptimizely cookies are used by Strategyn for A/B testing, performance testing, and consistent user experience across web page variants.
• Cloudflarecore infrastructureTechnology or IntegrationStrategyn uses the __cfduid cookie to identify individual clients behind shared IP addresses and apply per-client security settings (1 year expiry).
• YouTube (Google)core infrastructureTechnology or IntegrationYouTube cookies (APISID) are used to display videos and remember user preferences on Strategyn.com.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• IDEO: Global design and innovation consulting firm best known for human-centered design and product strategy work with Fortune 500 brands. Overlaps with Strategyn in advising large enterprises on product strategy, customer-centric innovation, and capability building, though IDEO is design-led and Strategyn is JTBD/ODI-led.
• ?WhatIf! Innovation Partners: Boutique innovation consulting firm focused on helping large organizations develop new growth strategies and build innovation capabilities. Comparable to Strategyn in its enterprise-targeting consulting model, outcome orientation, and emphasis on repeatable innovation processes.
• Innosight: Strategy and innovation consulting firm co-founded by Clayton Christensen, the academic who credited Strategyn's Tony Ulwick with originating JTBD theory. Innosight uses a closely related jobs-to-be-done and disruptive innovation lens to advise Fortune 500 executives, making it the most directly comparable peer in methodology, customer profile, and service design.
• Strategos: Strategy and innovation consulting firm founded by Gary Hamel that helps large enterprises build innovation capabilities. Like Strategyn, it sells bespoke strategy engagements plus training and capability-building programs to Fortune 500 clients, and competes for the same innovation-services budget.

Emerging players

• Planbox: Innovation management software platform that helps enterprises run idea management, innovation pipelines, and capability builds. Comparable to Strategyn's ODIpro platform in addressing the 'build an innovation capability' buyer need, though Planbox is a pure software play rather than a methodology-led consulting firm.
• Brightidea: Innovation management software provider offering idea management, innovation pipelines, and crowdsourcing tools to enterprise customers. Comparable to ODIpro as a software-enabled innovation capability solution, but more focused on idea capture/management than on JTBD-style needs research.

Broad incumbents

• Doblin (Deloitte): Deloitte's innovation strategy practice (founded independently as Doblin). Competes with Strategyn for enterprise innovation budgets but operates as part of a much larger professional services portfolio with global delivery and procurement advantages.
• Bain & Company (Bain Innovation & Design): Global management consulting firm with deep innovation, product, and customer strategy capabilities. Targets the same Fortune 500 buyer as Strategyn with a much larger practitioner bench and global delivery network.
• McKinsey & Company (QuantumBlack / McKinsey Innovation): Global management consulting giant whose product strategy and innovation practice addresses many of the same Fortune 500 challenges Strategyn solves (product strategy, growth, organizational alignment). A much larger incumbent that competes for the same C-suite buyer and the same innovation-services budget.
• Boston Consulting Group (BCG X / Center for Innovation): Global strategy consulting firm with a dedicated innovation and product strategy practice serving Fortune 500 clients. Competes with Strategyn for enterprise innovation and product strategy mandates at the very top of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/strategyn
• LinkedInlinkedin.com/company/strategyn
• Facebookfacebook.com/Strategyn

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Strategyn