A Message From Urko Wood, Founder and JTBD Practitioner

You know how companies waste time and money building products and services that people don’t actually want?

Innovation can feel like a frustrating, costly guessing game – one that eats away at market share, profitability, and competitive position.

But it doesn’t have to be that way!

We help companies innovate with confidence by revealing their target customers’ hidden unmet needs, so they can set themselves apart from the competition and drive innovation as a repeatable business process.

We work with CEOs, founders, and product innovation executives who want to drive innovation and growth as a repeatable business process, eliminating guesswork to achieve success.

After 7 years working at Strategyn (the chief pioneer of the Jobs-to-Be-Done innovation approach) and over a decade leading Reveal Growth Consultants, I’ve seen firsthand how the JTBD framework transforms how companies approach innovation – by focusing on real customer needs, not assumptions.

This approach has helped companies achieve 3-5X higher success rates than industry averages that linger at 20-40%.

Innovation doesn’t start with an idea – it starts with understanding your target customers’ unmet needs. When you get that right, the ideas will follow.

I’m committed to helping leaders achieve these results because I’ve witnessed how this approach transforms both innovation success rates and organizational capabilities.

“You don’t invent the answer – you reveal the answer.” – Jonas Salk, Developer of the Polio Vaccine