11. August 2026
Jobs to Be Done and Channels in the Business Model Canvas
Jobs to Be Done podcast talk: applying customer interviews with The Wheel of Progress (WoP) analysis structure to the channel phases of business model design. Here’s how best to generate this valuable data and use it as the foundation for innovation in your company.
What’s in the interview about the coffee maker?
Alexander Moths and Peter Rochel discuss the value of a customer interview for business model design. The focus here is on channels. The example: the interview about the espresso maker (in German) (from episode 003) and its analysis. In this episode, Alex and Peter show how espresso maker suppliers could put the results of the customer interview straight to work.
How does my product reach the customer?
The Channel Phase Model key of the WoP zooms right into the channels of the Business Model Canvas. Customer interviews give you exactly the information you need to radically improve your marketing and sales performance – at least if you talk to the right people (in German) and use a suitable interview structure.
The WoP JTBD single-interview analysis
Aligning your marketing with customer progress – here’s how:
Customer jobs and the 4 forces of progress (push, pull, anxiety and habit) determine what is relevant in each phase from the customer’s perspective – and what is not.
A key for every single phase
The interview analysis delivers valuable data you can use directly at every single step – from the product itself all the way to the referral.
Using interview data for marketing and sales:
Subscribers receive each new episode automatically!
To get every new episode automatically on your player before all others, subscribe to Innovate+Upgrade 100% for free! e.g. at:
