A live online workshop for consultants, innovation managers and trainers – with Peter Rochel, creator of the JTBD Innovation Framework and the Progress Design Map.
Four weeks · eight live modules · Tue + Fri 09:00–11:30 · money-back guarantee after Module 1.
Everyone knows we need to interview customers – but in the end, nobody has a tool for actually running an interview.
Until now, it always sounded perfectly sensible for clients – just not for me.
Of course, we have already thrown plenty of money out of the window on agencies and campaigns.
If that sounds familiar, you are in the same position as many experienced consultants, trainers and innovation managers. Mastering JTBD starts exactly here.
Mastering JTBD is a live online workshop in which you learn to understand customer decisions systematically and turn that understanding into better product, marketing and sales decisions. AI is used deliberately as an assistant – within a clearly documented, legally sound process. Developed by Peter Rochel on the basis of more than 700 innovation and strategy projects since 2006.
Mastering JTBD is built on the JTBD Innovation Framework – developed by Peter Rochel. Other workshops teach JTBD second-hand. Here you learn the method from the person who built it.
You work with tools you will not get in any other workshop:
More than 700 innovation and strategy projects since 2006. In ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory. The method connects globally – the tools were developed independently in the DACH region.
Mastering JTBD starts exactly here.
After Mastering JTBD you can – together with your team:
For managing directors and boards, this means: decisions become easier to explain, easier to measure and rest on a documented customer view instead of whoever shouts loudest.
If you want to make better decisions, you have several routes. This overview helps you decide whether option 4 is the right one for you.
What you can use Mastering JTBD for in practice – from customer research to making the case on risk.
Reach clear insights faster
Prioritise without endless debates
Messages that land where it counts
Unlock potential where it pays off
Stronger arguments for your decisions
By joining Mastering JTBD you get:
| Live online workshop, 8 modules in a small group | Core service |
| Interactive sessions with exercises, examples and direct feedback | included |
| Working templates, checklists and digital boards | included |
| Examples of good questions and analysis logic | included |
| Prompt templates for your own AI assistants | included |
| Access to recordings (where provided) | included |
| Confirmation of participation / certificate on completion | included |
Legally reviewed, audit-proof evidence in line with Article 4 of the EU AI Act. Regular price €119 per person – included for Mastering JTBD participants.
Four weeks, eight live modules – Tuesdays and Fridays, 09:00–11:30. You work through the method on your own real question, not on a made-up example.
Customers never choose the best product – they choose the least-bad compromise in a specific situation. Under what conditions do they switch at all?
Most of what you think you know about your customers is an assumption – how do you check what is actually real?
How do you get people to tell their switching story so that you actually recognise events, forces and context – instead of collecting opinions?
Which hypotheses leap out at you from a real interview that you never saw in the script?
How do you turn ten interviews into robust patterns without drowning in the data?
How do you turn your interview patterns into a basis for decisions your team can commit to?
How do you translate interviews into messages, experiments and a business model that sells?
Why do most JTBD initiatives fail not because of the method, but because of the day after?
Bookable separately. For special cases where real interviewees are unavailable or out of reach: how to set up AI-based customer personas so that the results are useful despite every caveat. Documenting assumptions and limits instead of hiding them – and knowing exactly when this method holds up and when it does not. A low-threshold entry into JTBD research, not a substitute for real conversations.
You learn JTBD in real conversations. Synthetic AI interviews are available as an optional deep-dive module – not as the main route.
JTBD-MC 2609 · starts Tuesday, 08.09.2026 · final date in 2026.
| Module | Date | Time |
|---|---|---|
| M1 – Foundations & a shared language | Tue, 08.09.2026 | 09:00 – 11:30 |
| M2 – Finding focus & sharpening questions | Fri, 11.09.2026 | 09:00 – 11:30 |
| M3 – The JTBD interview: structure + dry run | Tue, 15.09.2026 | 09:00 – 11:30 |
| M4 – Real live interview + debrief | Fri, 18.09.2026 | 09:00 – 11:30 |
| M5 – Sorting data | Tue, 22.09.2026 | 09:00 – 11:30 |
| M6 – Building a basis for decisions | Fri, 25.09.2026 | 09:00 – 11:30 |
| M7 – From insights to action | Tue, 29.09.2026 | 09:00 – 11:30 |
| M8 – Transfer & open questions | Fri, 02.10.2026 | 09:00 – 11:30 |
Prices (plus 19% VAT):
| Solo (individual) | €2,100 |
| Duet (2 people) | €3,800 |
| Trio (3 people) | €5,400 |
| Quartet (4 people) | €6,800 |
| Quintet (5 people) | €8,000 |
| Sextet (6 people) | €9,000 |
| Septet (7 people) | €9,800 |
| Octet (8 people) | €10,400 |
| Nonet (9 people) | €10,800 |
| 10 or more people | €1,100 / person |
| FreshUp (refresher rate for holders of a valid JTBD certificate) | €1,000 / person |
Booking and payment received before:
| Tier | Deadline | Discount |
|---|---|---|
| 3 months before the start | by 08.06.2026 | 15% |
| 2 months before the start | by 08.07.2026 | 10% |
| 1 month before the start | by 08.08.2026 | 5% |
The early-bird discount applies only to the standard solo price of €2,100 – not to already reduced team tiers.
Ordering works by email. You will receive the invoice with all the details – receipt of payment secures your place and determines your early-bird discount.
If after the first live module (Tue 08.09.2026, 09:00–11:30) you find the workshop is not right for your situation, write to us by the end of that day – and you get the full participation fee back. No debate, no justification required.
More than 15 years of experience have taught us: if you do not know after 2.5 hours whether this fits, Module 8 will not change that. Both sides deserve that clarity – you and me.
Mastering JTBD is not the right format for you if:
If you have to defend this programme internally, you need something you can put in someone else’s hands.
The Decision Pack is built for exactly that. 21 pages, a clear diagnosis, a trade-off table against the obvious alternatives, three real before-and-after cases – and a dedicated champion kit page with ready-made answers for management, line managers and procurement.
Straight to your inbox as a PDF. No newsletter, no substance-free sales sequence – a short email series you can stop at any time.
The principle behind JTBD, developed at Harvard University, completely shifted my perspective on market needs and customer loyalty. But no one there showed you how to actually apply it. Peter Rochel’s JTBD Innovation Framework changed the game in that respect.
Co-Founder – Co-founder, B2B cybersecurity provider
Right from the start it became clear to me how valuable the qualitative research – and especially The Wheel of Progress combined with the channel phase model – is for strategic business decisions. It has revolutionised our corporate communications, customer approach and sales strategy. A real game changer!
Nils Wloka – CPTO, Steadybit
The clear presentation of the JTBD methodology and the expertise in the interviews gave us valuable insights for optimising our product development and addressing customer needs more effectively.
Michael von Pidoll – TÜV Rheinland AG
The structure helped me stop landing in opinions and start landing in clear decisions.
Product team, B2B SaaS
The clustering was hard work, but extremely valuable.
Marketing/Growth, e-commerce
Not jumping straight into implementation, but running more small experiments instead.
Engineering/Tech, industrial sector
Mastering JTBD is the original German-language edition of the method – developed by Peter Rochel on the basis of his work on more than 700 innovation and strategy projects since 2006. Other workshops teach JTBD second-hand or replace the customer conversation with AI simulations. Here you learn JTBD in real conversations with real people – and you learn it from the creator of the framework and its tools: The Wheel of Progress (co-created with Eckhart Böhme), the Progress Design Map and the Progress Management Map. In ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory.
Mastering JTBD is aimed at people who already know JTBD from books, podcasts or their own practice – and now want to apply it independently in their own work. If you are encountering JTBD for the first time, our sprint briefing or the Customer Insights Sprint is the better starting point.
The live modules each last 2.5 hours (Tue + Fri, 09:00–11:30). Between the modules, plan for 1–2 hours applying the method to your own question. Mastering JTBD is learning by doing – you work through the method on your own project, not on a made-up example.
All modules are recorded (where provided). You can catch up on anything you miss, but the live format gives you the direct opportunity to ask questions and practise. We recommend attending at least 6 of the 8 live modules.
You attend Module 1 (Tue 08.09.2026, 09:00–11:30). If you write to us by 23:59 on the same day to say the workshop is not right for your situation, you get the full participation fee back. No debate, no justification required. The one condition: you attended Module 1 live.
Both – but not in equal measure. The standard is real in-depth JTBD interviews with real people. In Module 4 we run a live interview with a real interviewee and analyse it together – that is the core. We use AI deliberately as an assistant: for research, analysis, documentation and pattern recognition afterwards. Synthetic interviews with AI personas are available as an optional deep-dive module (bookable separately) – useful for special cases where real interviewees are out of reach. They do not replace the real conversation.
The final workshop of 2026. Starts: Tue 08.09.2026. Early-bird discount of 15% for booking + payment by 08.06.2026.
Customer centricity does not start with gut feeling – it starts with clear, traceable insights.
This is what a fully analysed conversation looks like – exactly what you will learn to produce yourself in the training: