Urquhart (Urko) Wood

Founder and Innovation Guide

I founded Reveal in 2012 to inspire and equip every client to innovate and grow without guesswork. I’m an expert practitioner of the Jobs-to-Be-Done (JTBD) innovation approach. JTBD has enabled over 400 of the Fortune 1000 to generate billions of dollars in new revenue and achieve dramatically better success rates. I have conducted dozens of projects with companies of all sizes enabling them to differentiate, innovate, and grow by revealing unique customer insights.

For nearly seven years prior to starting Reveal, I was a Strategy Advisor at Strategyn Consulting, the chief pioneer of the JTBD innovation approach. I am a co-inventor of Strategyn’s patented method for creating a market growth strategy. That was an incredible valuable training ground and enjoyable time!

Before that, I was a principal consultant with S4 Consulting helping large B2B companies design, implement, and grow their strategic account programs. A big part of that work was conducting Voice-of-the-Customer (VoC) research to find opportunities for improvement. I was also a a general management consultant with Deloitte after business school.

Another significant part of my work life was serving as the Director of Account Management for the Small Business Sector of UnitedHealthCare of Central Ohio. My primary contribution there was to successfully transition the account team from a customer service function into a more proactive sales team. This increased account retention 11% saving UHC over $2.2 million per month in the first year.

I was also the Sales Manager for Integra Managed Behavioral Healthcare where I played a pivotal role in growing the company 500% and preparing it for acquisition and achieved 2X my quota in my last year.

Perhaps the most significant work experience that I’ve had that led me into JTBD consulting, however, occurred in my mid-twenties when I saw an opportunity to license and rebrand the Smokender’s smoking cessation program into a corporate healthcare cost containment program in the Greater Philadelphia area. The program took off and was a hugely satisfying experience for me. Our success in Philadelphia enabled the corporate licensor to transform the business and expand our new business model to over 22 cities nationwide in less two years.

Other Accomplishments and Activities

Voted #36 in the “Top 40 Innovation Bloggers of 2020“
Contributing writer on innovation and growth strategy for The Business Journals
Certified Drexler/Sibbet Team Performance Facilitator
Certified Reinvention Practitioner (CRP)
Guest lecturer on innovation and growth strategy at Denison University, The Ohio State University Center for Innovation and Entrepreneurship (OSU CIE), and Otterbein University’s MBA program
BA in Philosophy from Kenyon College
MBA in Marketing from The Wharton School, University of Pennsylvania
MA in Applied Psychology from the University of Santa Monica
Veteran of the U.S. Navy
Active in church and leading groups