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: Whoever Understands the Job that Customers Want to get Done Best, Wins

In 1998, I accepted a position as a principal consultant with a strategy firm. For the next few years, a big part of my work entailed interviewing our corporate clients’ customers using the Voice of the Customer (VoC) research approach to find opportunities to improve the client’s services and operations. (VoC is a well-known market research method for capturing customer needs to guide product development).

But as global competition increased, the need for innovation, as opposed to product improvements, increased as well. In response to this, I did my best to adapt VoC methods to capture customer needs to guide innovation, but with only mixed results.

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To help our clients create unique value for their customers and drive revenue growth.


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


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


Our Team

Urquhart (Urko) Wood

Founder & President

Urko founded Reveal in 2012 to help clients create unique value for their customers and drive revenue growth. 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 their customers want and what their companies deliver.

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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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