Urko Wood is an accomplished innovation leader and the founder of Reveal Growth Consultants, where he helps companies drive innovation and growth by uncovering their customers’ hidden unmet needs.

 With over 18 years of expertise in the Jobs-to-Be-Done (JTBD) innovation approach, Urko has enabled companies of all sizes – including startups and Fortune 1000 leaders – to achieve revenue growth through unique customer insights. His passion lies in transforming innovation from a guessing game into a repeatable, customer needs-driven process.

 Urko has worked with leading organizations such as Battelle Memorial Institute, NetJets, Can-Am Off-Road Vehicles, Franklin University, and GBQ Partners and dozens of others to uncover hidden customer needs that drive innovation and differentiation.

 Before founding Reveal in 2012, Urko worked closely with Tony Ulwick, the chief pioneer of JTBD, at Strategyn Consulting. Urko had prior leadership roles at Deloitte, UnitedHealthcare, where he built top level skills in strategy, sales, and customer engagement.

 Urko earned his MBA at The Wharton School and he’s a veteran of the US Navy.

 Urko is an active writer and speaker on innovation and growth strategy. He has guest lectured at Denison University, OSU’s Center for Innovation and Entrepreneurship, and Otterbein University’s MBA Program. A lifelong learner, Urko is dedicated to helping leaders and entrepreneurs unlock their potential to build products and services customers truly love.