Urquhart (Urko) Wood
Founder and Innovation Guide
Urko founded Reveal in 2012 to inspire and equip every client to innovate and grow without guesswork. Urko is 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. He has done dozens of projects with companies of all sizes and facilitated hundreds of groups and one-on-one interviews to help clients differentiate, innovate, and grow.
For nearly seven years prior to starting Reveal, Urko was a Strategy Advisor at Strategyn Consulting, the chief pioneer of the jobs-to-be-done innovation approach. Urko is a co-inventor of Strategyn’s patented method for creating a market growth strategy.
Before that, Urko was a practitioner of Voice-of-the-Customer research and a principal consultant with S4 Consulting, as well as a general management consultant with Deloitte. He was also the Director of Account Management for the Small Business Sector of UnitedHealthCare of Central Ohio where his team increased account retention 11% saving UHC over $2.2 million per month. Urko was also the Sales Manager for Integra Managed Behavioral Healthcare where he played a pivotal role in growing the company 500%, achieving 2X quota his last year.
Urko chose a career in marketing and innovation shortly after college when he saw an opportunity to license and rebrand the Smokender’s smoking cessation program into a corporate healthcare cost containment program. His success in the Greater Philadelphia area enabled the corporate licensor to transform the business and expand to over 22 cities across America 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 Entrepreneurialism (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