“It sends a chill down my spine when someone says: in November we decide what our development capacity will be spent on for a whole year.”
– Managing director, JTBD interview 2026 (translated from German)
Sound familiar? Roadmap, go-to-market, business model – the decisions get made anyway, usually on the back of assumptions.
We make those decisions defensible: with real customer data, a clear recommendation and measurement signals that hold up in the next quarterly review.
Free, 15 minutes, no pitch.
Peter Rochel has worked with jobs to be done since 2006 – more than 700 consulting projects, from a yoga-mat start-up to a family business with billions in revenue. Co-creator of the Wheel of Progress (with Eckhart Böhme), in close professional exchange with Bob Moesta, one of the pioneers of the method – including first-hand conversations on the Innovate+Upgrade podcast.
Our interviewing technique comes from the science of investigative interviewing. Not because customers are suspects – but because it is the only craft that reconstructs motives from what people actually did. Methods without that craft produce notes, not scripts.
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Your entry point is not your role – it is the decision you have to make in the next 90 days.
You have to justify a roadmap or launch decision – and have no solid customer data?
Within four weeks you get a decision basis with options, trade-offs and a clear recommendation.
Your product owners implement requirements instead of thinking from the customer problem?
A pilot project with capability building included: your team learns the method on a real project – so the knowledge does not shatter against the organisation.
Your team is already building – and nobody can say what your target customers actually do today?
The compact entry point for start-ups: 10 interviews, a clear budget frame, and your team learns the method while doing it.
You know JTBD – but lack the tools to apply it properly yourself?
Mastering JTBD: interview craft, analysis and standards – learned from the people who helped shape the method in the German-speaking world.
5× more sales within weeks
Four in-depth interviews showed the yoga-mat start-up Mantrafant why customers really bought. Within one week the effectiveness of its ad campaigns tripled – sales increased fivefold.
From one provider among many to market leader
From 2019 onwards, a cybersecurity company aligned its positioning and offering consistently with real customer jobs – and became the market leader in its segment.
A launch basis in three weeks
Twelve in-depth interviews gave a family business with billions in revenue the basis for a new product launch. Five of seven recommendations made it into the product – today a top-3 product in its category in Germany.
“Whatever you do, don’t start on your own. That is a really bad idea.”
– the unanimous advice our reference customers give when prospects ask them (translated from German)
You can talk to them yourself – ask us for reference calls in your intro call.
No workshops without a decision basis. No reports without next steps. And once the decision is made, we can stay on board for the implementation until the impact is measurable (in German).
One conversation, 15 minutes, no pitch. We clarify whether and how JTBD moves you forward – and whether it is even the right lever for you right now.
Sales are stalling – and nobody knows why? Three JTBD projects reveal the recurring pattern: Why don’t customers buy, even though the product is good? (in German)
Introduction – Crises as an opportunity Crises are mercilessly honest: they not only bring weaknesses to light, but also create space for new ideas. If your company is currently struggling with financial bottlenecks, innovation bottlenecks or changing market requirements, you should pay attention. Because right now can be a decisive turning point. It is often […]
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Learn morePodcast Short Episode (German language)- What is a Job to Be Done? Peter Rochel explains in 4 minutes what a JTBD is, how to describe it, which elements belong to it and why you need it.
Learn moreNo customer job = No innovation In this podcast episode, Peter Rochel talks to Bob Moesta, one of the main architects of Jobs to Be Done Theory. In addition to some JTBD history, it is about the real world practice in the development of sustaining-, efficiency-, or market-creating innovations. This episode is in English. Subscribers […]
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