Mastering JTBD · In-house training for your team · with Peter Rochel
Usually one or two people. Or it is brought in from outside for a project – and leaves when the project does.
Suppose people in your team could uncover it themselves with every new idea – and it grew with every conversation.
Mastering JTBD is the first step towards embedding this capability in your company and turning it into a system. The whole framework, for your team: a mindset, a shared language and a method – from the interview and the analysis of why customers buy through to products and business models.
5×
more sales – reported for Mantrafant by the German business magazine impulse (April 2023), after new marketing copy, a trial guarantee and partnerships with yoga studios. It all started with four interviews that showed why customers threw out a mat.
A brand of its own
An IT services firm went on to build a cybersecurity unit with its own brand. ‘[…] I’ve probably hired eight people.’ – the COO on the growth, project 2021/22.
What story would you like to be telling a year from now?
Your team applies JTBD for clients. For its own work, it lacks the tool.
‘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.’
From 14 buying-reason interviews with our own customers and prospects, translated from German.
Your team should run customer interviews itself instead of farming every question out.
You have to justify decisions internally – with your customers’ view rather than the loudest opinion.
If your team is encountering JTBD for the first time – for a first introduction, our sprint briefing is the better route.
If you need to make a specific quarterly decision and want help with it – the Customer Insights Sprint is the right format for that.
If your team has no time to work continuously on a real question of its own between the modules – Mastering JTBD is learning by doing, not a lecture course.
After the eight modules, your team can:
Plus templates, field-tested tools and a certificate.
Eight modules, live online, on dates agreed with your team – worked through on a real question of your own.
Modules 1–2
Foundations and a shared language
Modules 3–4
Interview – a real interview, live, in Module 4
Modules 5–6
Analysis – conversations become patterns
Modules 7–8
Implementation – from insights to action
8 live modules · 1–2 hours of practice in between · dates by arrangement
Modules 1–2 Foundations
M1
Customers never choose the best product – they choose the least-bad compromise in a specific situation. Under what conditions do they switch at all?
M2
Most of what you think you know about your customers is an assumption – how do you check what is actually real?
Modules 3–4 Interview
M3
How do you get people to tell their switching story so that you actually recognise events, forces and context – instead of collecting opinions?
M4
Which hypotheses leap out at you from a real interview that you never saw in the script?
Modules 5–6 Analysis
M5
How do you turn ten interviews into robust patterns without drowning in the data?
M6
How do you turn your interview patterns into a basis for decisions your team can commit to?
Modules 7–8 Implementation
M7
How do you translate interviews into messages, experiments and a business model that sells?
M8
Why do most JTBD initiatives fail – not because of the method, but because of the day after?
In Module 4, your team runs a real interview, live.
‘I already had my own interview techniques, which were similar in some respects … but it gave me a great deal more structure, and I would like to keep using it this way.’
‘I am about to run online marketing ads and put budget behind them, and I feel better prepared than if I were just fumbling around in the dark. … This way it is simply a bit more valid.’
Sabine, provider with her own offering · Mastering JTBD 09/2025 · translated from German
‘[…] completely shifted my perspective on market needs and customer loyalty. […] Peter Rochel’s JTBD Innovation Framework changed the game in that respect.’
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 · translated from German
‘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 · translated from German
700+
innovation and strategy projects since 2006
Your team learns the method from the person who developed the JTBD Innovation Framework, not second-hand.
The Wheel of Progress (co-created with Eckhart Böhme), the Progress Design Map and the Progress Management Map.
Peter is in ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory.
This is what a fully analysed conversation looks like – exactly what your team learns to produce itself:
Your team should know JTBD from books, podcasts or its own practice. For a very first introduction, the sprint briefing is a better fit.
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 your team is encountering JTBD for the first time, our sprint briefing or the Customer Insights Sprint is the better starting point.
One to two hours per person, on your own question.
Between the modules, plan for 1–2 hours applying the method to your own question. Mastering JTBD is learning by doing – your team works through the method on its own project, not on a made-up example.
And if someone misses a module? Modules can be recorded by arrangement. We recommend attending at least six of the eight live modules; the live format gives you the direct opportunity to ask questions and practise.
Carry on with them. Mastering JTBD adds what they lack: the real conversation, practised and analysed together.
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. It does not replace the real conversation.
In English. On request, in German.
What would you build, promote or sell differently?
What your team learns stays when the training ends: every further interview runs in-house, not as an outside project.
Do the maths: what did the last campaign that was built on a guess cost you? ‘Of course, we have already thrown plenty of money out of the window on agencies and campaigns,’ someone told us in our buying-reason interviews (translated from German).
Mastering JTBD as in-house training · your own dates for your team · live online
from€14,500net, depending on group size
Dates by arrangement · delivered in English, or in German on request · eight live modules
Talk to Peter for 15 minutes first
We agree dates, group size and language with you before anything is booked.
This offer is for businesses only. For business customers in other EU countries, we invoice without German VAT.