Reveal is an innovation and growth strategy consulting firm that offers a better way to drive growth. We bring thought leadership and special skills, grounded in marketing fundamentals, to reveal opportunities for growth, guaranteed. Then we will help you capitalize on them.

We know how to find your customers’ unmet needs in a form that is ideal for driving innovation and growth, be it through new and improved offering, delivering experiences customers love, or enhanced sales, marketing, and branding activities.

Our approach is simple, flexible, and proven.


Founder’s Story

In 1998, I accepted a job as a principal consultant with a strategy firm. A big part of my work entailed interviewing our clients’ customers using Voice of the Customer (VoC) research methods. VoC is a well-known market research method for capturing customer needs to guide product development.

But as global competition increased, the need to generate new products and services increased as well. In response to this market demand, VoC practitioners such as myself did our best to adapt VoC methods to capture customer needs to guide innovation as well, but with only mixed results…

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We help clients fulfill their mission by enabling them to create exceptional value for their customers.


To be nationally known and sought after for helping clients create exceptional value for their customers and driving revenue growth.


We adhere to the Golden Rule and strive to be authentic, bold, practical, and deliver results that have impact. We value candid, high trust, peer level relationships with our clients.


Our Team

Urquhart (Urko) Wood

Founder & President

Urko founded Reveal in 2012 to help clients fulfill their mission by delivering exceptional value to customers. He helps companies differentiate, innovate and grow using the jobs-to-be-done innovation approach to deliver success rates 2-3X higher than average. He helps clients’ create a tight fit between what customers want and what their company delivers, thereby making new offerings significantly more attractive, messaging and positioning that connects, and sales strategies that drive revenue growth.

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Jennifer (Jen) Moreland, PhD


Jennifer (Jen) Moreland is passionate about helping clients leverage survey research and data analytics techniques to uncover a market’s needs and desires. She is excellent at collecting and analyzing both qualitative and quantitative data and identifying key implications from results. Jen provides expertise in survey design and creation (paper and online), qualitative interviewing for insights, and focus group facilitation.

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Neil Collins


Neil is a strategic business leader with a record of building strong brands, delivering superior value to customers, and accelerating revenue growth profitably. Neil and Urko have collaborated professionally for more than five years and Neil regularly assists Urko on important projects.

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