Urquhart (Urko) Wood is a leading innovation strategist and founder of Reveal, a firm he launched in 2012 to help organizations grow through the Jobs-to-Be-Done (JTBD) methodology. With deep expertise in uncovering customer insights, Urko has helped more than 400 Fortune 1000 companies drive billions in new revenue and dramatically improve their innovation success rates. Prior to Reveal, he spent nearly seven years at Strategyn Consulting, working closely with JTBD pioneer Tony Ulwick and co-inventing a patented market growth strategy method.

Urko’s earlier career includes leadership roles at Deloitte, S4 Consulting, UnitedHealthCare, and Integra Managed Behavioral Healthcare, where he consistently drove growth and performance improvements. A defining experience came early in his career when he successfully rebranded and expanded a smoking cessation program into a corporate wellness solution, sparking a national rollout. This success shaped his enduring belief in the purpose of business: to help people achieve their goals through meaningful innovation.