{"id":10593,"date":"2026-08-11T12:55:10","date_gmt":"2026-08-11T10:55:10","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?page_id=10593"},"modified":"2026-08-12T15:51:59","modified_gmt":"2026-08-12T13:51:59","slug":"mastering-jtbd","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/","title":{"rendered":"Mastering JTBD \u2013 Understand your customers. Prove your impact."},"content":{"rendered":"\n<div id=\"block-1-hero\" class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:55%\">\n<p class=\"wp-block-paragraph\" style=\"font-size:1.25rem;line-height:1.5\"><strong>A live online workshop for consultants, innovation managers and trainers \u2013 with Peter Rochel, creator of the JTBD Innovation Framework and the Progress Design Map.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Four weeks \u00b7 eight live modules \u00b7 Tue + Fri 09:00\u201311:30 \u00b7 money-back guarantee after Module 1.<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:45%\">\n<div class=\"wp-block-group\" style=\"border-color:#e5e7eb;border-width:1px;border-radius:4px;padding-top:1.5rem;padding-right:1.5rem;padding-bottom:1.5rem;padding-left:1.5rem\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Next workshop<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>08.09. \u2013 02.10.2026<\/strong> \u00b7 final date in 2026<\/li>\n\n\n<li>Live online \u00b7 8 modules \u00b7 Tue + Fri \u00b7 09:00\u201311:30<\/li>\n\n\n<li>From <strong>\u20ac2,100<\/strong> (solo) \u00b7 tiered pricing for teams \u00b7 early-bird discounts of up to 15%<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=solo&#038;variant=hero#buchung\" style=\"border-radius:4px;background-color:#2E5CDB\">Reserve your solo place<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:12px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-text-color wp-element-button\" href=\"https:\/\/cal.com\/peterrochel\/v3-fit-check?utm_source=mastering-lp&#038;utm_medium=fit-check&#038;utm_campaign=m7&#038;variant=hero\" style=\"border-radius:4px;border-color:#0F2C4A;border-width:2px;color:#0F2C4A\">15-minute fit check first<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group ow-subnav\" style=\"border-top-color:#e5e7eb;border-top-width:1px;border-bottom-color:#e5e7eb;border-bottom-width:1px;padding-top:0.75rem;padding-bottom:0.75rem\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-text-align-center has-text-color wp-block-paragraph\" style=\"color:#37474F;font-size:0.95rem\"><a href=\"#block-10-module\">Modules<\/a>&nbsp;&nbsp;\u00b7&nbsp;&nbsp;<a href=\"#block-11-termine-preise\">Dates &amp; prices<\/a>&nbsp;&nbsp;\u00b7&nbsp;&nbsp;<a href=\"#block-15-faq\">FAQ<\/a>&nbsp;&nbsp;\u00b7&nbsp;&nbsp;<a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=solo&#038;variant=subnav-top#buchung\"><strong>Reserve your place \u2192<\/strong><\/a><\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-2-symptom-spiegel\">You know JTBD from books and podcasts. You apply it for clients. But for your own work, the tools are missing.<\/h2>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Everyone knows we need to interview customers \u2013 but in the end, nobody has a tool for actually running an interview.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Until now, it always sounded perfectly sensible for clients \u2013 just not for me.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Of course, we have already thrown plenty of money out of the window on agencies and campaigns.<\/p><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">If that sounds familiar, you are in the same position as many experienced consultants, trainers and innovation managers. <strong>Mastering JTBD starts exactly here.<\/strong><\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-3-was-ist-mastering-jtbd\">What Mastering JTBD is<\/h2>\n\n\n\n<p class=\"aio-definition wp-block-paragraph\" style=\"border-left-color:#1e588a;border-left-width:4px;padding-left:1.2em\"><strong>Mastering JTBD<\/strong> 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 \u2013 within a clearly documented, legally sound process. Developed by Peter Rochel on the basis of more than 700 innovation and strategy projects since 2006.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What you achieve with it<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You <strong>reduce the share of decisions<\/strong> that are essentially based on gut feeling<\/li>\n\n\n<li>You <strong>gain clarity faster<\/strong> about which initiatives are worth pursuing \u2013 and which are not<\/li>\n\n\n<li>You can give your <strong>management board, advisory board or investors<\/strong> better reasons why you are backing particular measures<\/li>\n<\/ul>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-4-trust-triade\">Why learn it from Peter Rochel \u2013 and nowhere else<\/h2>\n\n\n\n<div class=\"wp-block-group ow-usecases\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>His own framework<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Mastering JTBD is built on the <strong>JTBD Innovation Framework \u2013 developed by Peter Rochel<\/strong>. Other workshops teach JTBD second-hand. Here you learn the method from the person who built it.<\/p><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>His own tools<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">You work with tools you will not get in any other workshop:<\/p>\n\n<ul class=\"wp-block-list\"><li><strong>The Wheel of Progress<\/strong> (co-created with Eckhart B\u00f6hme) \u2013 a visual structure for every customer interview<\/li>\n<li><strong>Progress Design Map<\/strong> \u2013 translates customer insights into product and marketing decisions<\/li>\n<li><strong>Progress Management Map<\/strong> \u2013 anchors customer progress in day-to-day operations<\/li><\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>Practice &amp; international compatibility<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>More than 700 innovation and strategy projects since 2006.<\/strong> In ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory. The method connects globally \u2013 the tools were developed independently in the DACH region.<\/p><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-5-stakes\">What happens if you carry on as before<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You keep investing in <strong>campaigns and agencies<\/strong> that never hit the real problem language of your target groups<\/li>\n\n\n<li>You keep working with <strong>JTBD concept knowledge from books and podcasts<\/strong> \u2013 but without a tool you can apply in your day-to-day work<\/li>\n\n\n<li>You keep building marketing and sales on <strong>hypotheses instead of evidenced decision paths<\/strong> \u2013 and only notice when the next launch falls flat<\/li>\n<\/ul>\n\n\n<p class=\"wp-block-paragraph\"><strong>Mastering JTBD starts exactly here.<\/strong><\/p>\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-6-was-aendert-sich\">What you can do after Mastering JTBD<\/h2>\n\n\n<p class=\"wp-block-paragraph\">After Mastering JTBD you can \u2013 together with your team:<\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Run real in-depth JTBD interviews in a structured way<\/strong> \u2013 from the opening through events and forces to analysing the results as a team<\/li>\n\n\n<li>Ask <strong>customers<\/strong> not just about \u201cneeds\u201d, but specifically about <strong>situations and triggers<\/strong><\/li>\n\n\n<li><strong>Structure the answers<\/strong> so that clear patterns emerge instead of loose quotes<\/li>\n\n\n<li><strong>Use AI sensibly as an assistant<\/strong> \u2013 for research, analysis and pattern recognition, without putting data protection or compliance at risk<\/li>\n\n\n<li><strong>Prioritise<\/strong> product, marketing and sales decisions and give <strong>clear reasons<\/strong> for the next experiments<\/li>\n\n\n<li><strong>Document<\/strong> your process so that it can be audited and defended internally<\/li>\n<\/ul>\n\n\n<p class=\"wp-block-paragraph\"><strong>For managing directors and boards, this means:<\/strong> decisions become easier to explain, easier to measure and rest on a documented customer view instead of whoever shouts loudest.<\/p>\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-7-vergleichstabelle\">Four routes \u2013 one decision<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<div class=\"wp-block-group ow-usecases\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>Option 1: Carry on as before<\/strong><\/h3>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-vergleichsbild-weiter-so.webp\" alt=\"Untidy pile of colourful documents \u2013 unsystematic customer work\"\/><\/figure>\n\n\n<ul class=\"wp-block-list\"><li>Decisions remain heavily dependent on individuals<\/li>\n<li>Results are hard to explain and difficult to repeat<\/li>\n<li>\u201cLet\u2019s just give it a try\u201d remains the default<\/li><\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>Option 2: Traditional market research<\/strong><\/h3>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-vergleichsbild-klassische-marktforschung.webp\" alt=\"Document and magnifying glass \u2013 traditional market research\"\/><\/figure>\n\n\n<ul class=\"wp-block-list\"><li>Solid, but often expensive and slow<\/li>\n<li>Valuable knowledge stays with the service provider<\/li>\n<li>Not every method is set up with AI or the AI Act in mind<\/li><\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>Option 3: Using AI tools on their own<\/strong><\/h3>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-ki-tools-ohne-methode.webp\" alt=\"Lightning symbol above unsorted dots \u2013 AI without a clear method\"\/><\/figure>\n\n\n<ul class=\"wp-block-list\"><li>Fast and cheap<\/li>\n<li>Impressive answers, but hard to assess<\/li>\n<li>Legal questions and biases often remain unresolved<\/li><\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><strong>Option 4: Mastering JTBD (the workshop)<\/strong><\/h3>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-mastering.webp\" alt=\"Structured JTBD process on a whiteboard\"\/><\/figure>\n\n\n<ul class=\"wp-block-list\"><li><strong>Real in-depth JTBD interviews with real people<\/strong> \u2013 you learn the craft in a live interview, not in a simulation<\/li>\n<li>A clear process for gathering and analysing customer insights yourself<\/li>\n<li>AI used deliberately as an assistant for research and analysis \u2013 not as a substitute for the conversation<\/li>\n<li>You learn what matters legally and in terms of documentation<\/li>\n<li>Decisions become traceable \u2013 for you, your team and your management<\/li><\/ul>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-8-use-cases\">Five typical areas of application<\/h2>\n\n<p class=\"wp-block-paragraph\">What you can use Mastering JTBD for in practice \u2013 from customer research to making the case on risk.<\/p>\n\n<div class=\"wp-block-group ow-usecases\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\"><div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><h3 class=\"wp-block-heading\"><strong>1. Customer research<\/strong><\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-use-case-kundenforschung.webp\" alt=\"Customer research\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Reach clear insights faster<\/strong><\/p>\n<ul class=\"wp-block-list\"><li>You learn to run conversations and collect data in a way that makes real decision paths visible.<\/li>\n<li>You build a process you can later repeat with your team.<\/li><\/ul><\/div>\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><h3 class=\"wp-block-heading\"><strong>2. Product development &amp; innovation<\/strong><\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-use-cas-produktentwicklung.webp\" alt=\"Product development &amp; innovation\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Prioritise without endless debates<\/strong><\/p>\n<ul class=\"wp-block-list\"><li>You see which problems really matter to your customers.<\/li>\n<li>You can justify and prioritise feature and product decisions with more confidence.<\/li><\/ul><\/div>\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><h3 class=\"wp-block-heading\"><strong>3. Marketing &amp; sales<\/strong><\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-use-case-marketing-vertrieb.webp\" alt=\"Marketing &amp; sales\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Messages that land where it counts<\/strong><\/p>\n<ul class=\"wp-block-list\"><li>You understand in which situations people are open to change.<\/li>\n<li>You craft offers and messages that hit those situations.<\/li><\/ul><\/div>\n\n<\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><h3 class=\"wp-block-heading\"><strong>4. Growth &amp; revenue<\/strong><\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-use-case-potenziale-erkennen.webp\" alt=\"Growth &amp; revenue\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Unlock potential where it pays off<\/strong><\/p>\n<ul class=\"wp-block-list\"><li>You see in which situations marketing and sales effort is particularly worthwhile.<\/li>\n<li>You can explain why certain customers or segments matter more than others.<\/li><\/ul><\/div>\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><h3 class=\"wp-block-heading\"><strong>5. Risk &amp; resources<\/strong><\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-use-case-profit-center.webp\" alt=\"Risk &amp; resources\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Stronger arguments for your decisions<\/strong><\/p>\n<ul class=\"wp-block-list\"><li>You have a traceable basis for conversations with your management board, advisory board or investors.<\/li>\n<li>You can show what you have tried, what you have learnt \u2013 and what comes next.<\/li><\/ul><\/div>\n\n<\/div><\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-9-workshop-paket\">What you are booking \u2013 at a glance<\/h2>\n\n<p class=\"wp-block-paragraph\">By joining Mastering JTBD you get:<\/p>\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody>\n<tr><td>Live online workshop, 8 modules in a small group<\/td><td>Core service<\/td><\/tr>\n<tr><td>Interactive sessions with exercises, examples and direct feedback<\/td><td>included<\/td><\/tr>\n<tr><td>Working templates, checklists and digital boards<\/td><td>included<\/td><\/tr>\n<tr><td>Examples of good questions and analysis logic<\/td><td>included<\/td><\/tr>\n<tr><td>Prompt templates for your own AI assistants<\/td><td>included<\/td><\/tr>\n<tr><td>Access to recordings (where provided)<\/td><td>included<\/td><\/tr>\n<tr><td>Confirmation of participation \/ certificate on completion<\/td><td>included<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n<div class=\"wp-block-group has-background\" style=\"border-color:#1e588a;border-width:2px;border-radius:12px;background-color:#f4f8fc;padding-top:1.5rem;padding-right:1.5rem;padding-bottom:1.5rem;padding-left:1.5rem\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Bonus included: \u201cRechtssicher-KI\u201d self-service certificate course<\/h3>\n\n<p class=\"wp-block-paragraph\">Legally reviewed, audit-proof evidence in line with <strong>Article 4 of the EU AI Act<\/strong>. Regular price <strong>\u20ac119 per person<\/strong> \u2013 included for Mastering JTBD participants.<\/p>\n\n<ul class=\"wp-block-list\"><li>A 100% discount code for every participant on the OC learning platform<\/li>\n<li>Start any time within 6 months, whenever it suits you<\/li>\n<li>In 30\u201360 minutes you earn audit-proof evidence of your training in the legally sound use of AI in your business<\/li><\/ul>\n<\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-10-module\">The eight modules<\/h2>\n\n<p class=\"wp-block-paragraph\">Four weeks, eight live modules \u2013 Tuesdays and Fridays, 09:00\u201311:30. You work through the method on your own real question, not on a made-up example.<\/p>\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M1 \u2013 Foundations &amp; a shared language<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>Customers never choose the best product \u2013 they choose the least-bad compromise in a specific situation. Under what conditions do they switch at all?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>What a job is: functional, emotional, social \u2013 three dimensions shown on the same example<\/li>\n<li>The system of progress elements: events, forces and limiting context as a shared language<\/li>\n<li>First hands-on work on the Mural board: finding problems, not solutions<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M2 \u2013 Finding focus &amp; sharpening questions<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>Most of what you think you know about your customers is an assumption \u2013 how do you check what is actually real?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Who to talk to: existing customers, new customers, switchers or non-consumers? Selection based on your research goal<\/li>\n<li>Separating the three roles in B2B: user, influencer, consumer<\/li>\n<li>Thinking about competitors that do not play in your category<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M3 \u2013 The JTBD interview: structure, set-up, dry run<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>How do you get people to tell their switching story so that you actually recognise events, forces and context \u2013 instead of collecting opinions?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Structured interview phases: opening, letting the story unfold, listening for the five phases of progress<\/li>\n<li>Distinguishing the four forces: push, pull, habit, anxiety<\/li>\n<li>Eight rules + team roles + a dry run on a real sample interview<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M4 \u2013 A real live interview + joint debrief<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>Which hypotheses leap out at you from a real interview that you never saw in the script?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Team roles: lead + observers with clear tasks (events, problems, gains, context)<\/li>\n<li>Instant debrief: what story emerged, which forces were visible, which hypotheses hold?<\/li>\n<li>From first insight to experiment: how a real event becomes a testable marketing experiment<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M5 \u2013 Sorting data without drowning in it<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>How do you turn ten interviews into robust patterns without drowning in the data?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Team clustering with timeboxing to beat analysis paralysis<\/li>\n<li>Lifting jobs to a higher level of abstraction \u2013 not staying too specific<\/li>\n<li>AI as a helper \u2013 but never skip the manual sorting, because empathy only comes from handling the data yourself<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M6 \u2013 Building a basis for decisions<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>How do you turn your interview patterns into a basis for decisions your team can commit to?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Job prioritisation with two methods: One-to-Four-All (Liberating Structures) for team consensus, utility analysis for strategic assessment<\/li>\n<li>Building The Wheel of Progress: one job, cross-category competitors, events and forces as one overall picture<\/li>\n<li>What this implies for product, marketing and service<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M7 \u2013 From insights to concrete action<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>How do you translate interviews into messages, experiments and a business model that sells?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Connecting the four framework levels: project, data\/research, design, strategy<\/li>\n<li>Progress Design Map and Progress Management Map: crafting and managing messages for each customer phase<\/li>\n<li>Business Model Canvas as the strategy level + testing hypotheses with sales metrics<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>M8 \u2013 Transfer, scaling &amp; open questions<\/strong><\/summary>\n<p class=\"wp-block-paragraph\"><strong>Why do most JTBD initiatives fail not because of the method, but because of the day after?<\/strong><\/p>\n\n<ul class=\"wp-block-list\" style=\"padding-left:1.5rem;list-style-position:outside;\">\n<li>Q&amp;A on your own use case: how do you get insights past stakeholders, middle management and corporate inertia?<\/li>\n<li>The 72-hour rule: what you do not start this week, you never will<\/li>\n<li>The tool you use to convince your CFO \u2013 before every good method dies at the budget stage<\/li>\n<\/ul>\n\n<\/details>\n\n\n\n<div class=\"wp-block-group has-background\" style=\"border-color:#cbd5e1;border-width:1px;border-radius:12px;background-color:#f8fafc;padding-top:1.25rem;padding-right:1.25rem;padding-bottom:1.25rem;padding-left:1.25rem\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Optional deep-dive module: M3+\/M4+ \u2013 Synthetic interviews with AI personas<\/h3>\n\n<p class=\"wp-block-paragraph\"><em>Bookable separately.<\/em> 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 \u2013 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.<\/p><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><em>You learn JTBD in real conversations. Synthetic AI interviews are available as an optional deep-dive module \u2013 not as the main route.<\/em><\/p>\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-11-termine-preise\">Next workshop \u2013 the final date in 2026<\/h2>\n\n\n<p class=\"wp-block-paragraph\"><strong>JTBD-MC 2609<\/strong> \u00b7 starts <strong>Tuesday, 08.09.2026<\/strong> \u00b7 final date in 2026.<\/p>\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\" id=\"termine\"><summary><strong>Show all 8 module dates<\/strong> \u2013 Tue + Fri, 09:00\u201311:30 each, 08.09.\u201302.10.2026<\/summary>\n\n<figure class=\"wp-block-table is-style-stripes\"><table><thead><tr><th>Module<\/th><th>Date<\/th><th>Time<\/th><\/tr><\/thead><tbody>\n<tr><td><strong>M1 \u2013 Foundations &amp; a shared language<\/strong><\/td><td>Tue, 08.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M2 \u2013 Finding focus &amp; sharpening questions<\/strong><\/td><td>Fri, 11.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M3 \u2013 The JTBD interview: structure + dry run<\/strong><\/td><td>Tue, 15.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M4 \u2013 Real live interview + debrief<\/strong><\/td><td>Fri, 18.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M5 \u2013 Sorting data<\/strong><\/td><td>Tue, 22.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M6 \u2013 Building a basis for decisions<\/strong><\/td><td>Fri, 25.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M7 \u2013 From insights to action<\/strong><\/td><td>Tue, 29.09.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<tr><td><strong>M8 \u2013 Transfer &amp; open questions<\/strong><\/td><td>Fri, 02.10.2026<\/td><td>09:00 \u2013 11:30<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>Show prices &amp; team tiers<\/strong> \u2013 from \u20ac2,100 (solo), tiered pricing for teams of 2 or more<\/summary>\n<p class=\"wp-block-paragraph\"><strong>Prices (plus 19% VAT):<\/strong><\/p>\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody>\n<tr><td>Solo (individual)<\/td><td><strong>\u20ac2,100<\/strong><\/td><\/tr>\n<tr><td>Duet (2 people)<\/td><td>\u20ac3,800<\/td><\/tr>\n<tr><td>Trio (3 people)<\/td><td>\u20ac5,400<\/td><\/tr>\n<tr><td>Quartet (4 people)<\/td><td>\u20ac6,800<\/td><\/tr>\n<tr><td>Quintet (5 people)<\/td><td>\u20ac8,000<\/td><\/tr>\n<tr><td>Sextet (6 people)<\/td><td>\u20ac9,000<\/td><\/tr>\n<tr><td>Septet (7 people)<\/td><td>\u20ac9,800<\/td><\/tr>\n<tr><td>Octet (8 people)<\/td><td>\u20ac10,400<\/td><\/tr>\n<tr><td>Nonet (9 people)<\/td><td>\u20ac10,800<\/td><\/tr>\n<tr><td>10 or more people<\/td><td>\u20ac1,100 \/ person<\/td><\/tr>\n<tr><td>FreshUp (refresher rate for holders of a valid JTBD certificate)<\/td><td><strong>\u20ac1,000 \/ person<\/strong><\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n<\/details>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong>Show early-bird discounts<\/strong> \u2013 up to 15% for early booking + payment<\/summary>\n<p class=\"wp-block-paragraph\">Booking <strong>and<\/strong> payment received before:<\/p>\n\n<figure class=\"wp-block-table is-style-stripes\"><table><thead><tr><th>Tier<\/th><th>Deadline<\/th><th>Discount<\/th><\/tr><\/thead><tbody>\n<tr><td>3 months before the start<\/td><td>by <strong>08.06.2026<\/strong><\/td><td><strong>15%<\/strong><\/td><\/tr>\n<tr><td>2 months before the start<\/td><td>by <strong>08.07.2026<\/strong><\/td><td><strong>10%<\/strong><\/td><\/tr>\n<tr><td>1 month before the start<\/td><td>by <strong>08.08.2026<\/strong><\/td><td><strong>5%<\/strong><\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\"><em>The early-bird discount applies only to the standard solo price of \u20ac2,100 \u2013 not to already reduced team tiers.<\/em><\/p>\n<\/details>\n\n\n<h3 class=\"wp-block-heading\">Reserve your place<\/h3>\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=solo&#038;variant=block11#buchung\" style=\"border-radius:4px;background-color:#2E5CDB\">Reserve your solo place \u2013 \u20ac2,100<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=team&#038;variant=block11#buchung\" style=\"border-radius:4px;background-color:#2E5CDB\">Reserve team places \u2013 2 or more<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--2\"><a class=\"wp-block-button__link has-text-color wp-element-button\" href=\"https:\/\/cal.com\/peterrochel\/v3-fit-check?utm_source=mastering-lp&#038;utm_medium=fit-check&#038;utm_campaign=m7&#038;variant=block11\" style=\"border-radius:4px;border-color:#0F2C4A;border-width:2px;color:#0F2C4A\">15-minute fit check first<\/a><\/div>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><em>Ordering works by email. You will receive the invoice with all the details \u2013 receipt of payment secures your place and determines your early-bird discount.<\/em><\/p>\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-12-risk-reversal\">If the workshop is not right for you<\/h2>\n\n\n\n<div class=\"wp-block-group has-background\" style=\"border-color:#1e588a;border-width:2px;border-radius:14px;background-color:#f4f8fc;padding-top:1.75rem;padding-right:1.75rem;padding-bottom:1.75rem;padding-left:1.75rem\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Money-back guarantee after Module 1<\/h3>\n\n<p class=\"wp-block-paragraph\">If after the first live module (<strong>Tue 08.09.2026, 09:00\u201311:30<\/strong>) you find the workshop is not right for your situation, write to us by the end of that day \u2013 and you get the full participation fee back. No debate, no justification required.<\/p>\n<p class=\"wp-block-paragraph\"><em>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 \u2013 you and me.<\/em><\/p><\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-13-quali-gate\">Who Mastering JTBD is not right for<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Mastering JTBD is not the right format for you if:<\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>you are <strong>encountering JTBD for the first time<\/strong> \u2013 for a first introduction, our sprint briefing is the better route<\/li>\n\n\n<li>you need to make a <strong>specific quarterly decision<\/strong> and want help with it \u2013 the <a href=\"https:\/\/oberwasser-consulting.de\/customer-insights-sprint\/\">Customer Insights Sprint (in German)<\/a> is the right format for that<\/li>\n\n\n<li>you have <strong>no time<\/strong> to work continuously on your own question during the four weeks \u2013 Mastering JTBD is learning by doing, not a lecture course<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--3\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/customer-insights-sprint\/\">Explore the Customer Insights Sprint (in German)<\/a><\/div>\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--4\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/roadmap-priorisierung-check\/\">Request the sprint briefing (in German)<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-13a-decision-pack-form\">The Decision Pack as a PDF \u2013 for your internal discussion.<\/h2>\n\n\n\n<style>\n.oc-dp-form-section {\n  --oc-primary: #0F2C4A;\n  --oc-accent: #2E5CDB;\n  --oc-hover: #89CFF0;\n  --oc-border: #CBD2D9;\n  --oc-text: #37474F;\n  --oc-base: #F4F6F8;\n  display: flex;\n  gap: 2.5rem;\n  align-items: flex-start;\n  margin: 2rem 0 3rem;\n}\n.oc-dp-form-section .oc-dp-intro {\n  flex: 1 1 50%;\n  max-width: 520px;\n  color: var(--oc-text);\n  font-size: 1.05rem;\n  line-height: 1.6;\n}\n.oc-dp-form-section .oc-dp-intro p { margin: 0 0 1rem; }\n.oc-dp-form-section .oc-dp-intro strong { color: var(--oc-primary); }\n.oc-dp-form-section #form-350576-wrapper {\n  flex: 0 0 420px;\n  max-width: 480px;\n  background: #fff;\n  border: 1px solid var(--oc-border);\n  border-radius: 14px;\n  box-shadow: 0 4px 20px rgba(15,44,74,0.08);\n  padding: 1.75rem 1.75rem 1.5rem;\n}\n.oc-dp-form-section .oc-dp-form-title {\n  font-size: 1.15rem;\n  font-weight: 700;\n  color: var(--oc-primary);\n  margin: 0 0 0.4rem;\n}\n.oc-dp-form-section .oc-dp-form-sub {\n  font-size: 0.95rem;\n  color: var(--oc-text);\n  opacity: 0.85;\n  margin: 0 0 1.25rem;\n  line-height: 1.5;\n}\n#form-350576-wrapper .ktv2-form-element { margin-bottom: 0.85rem; }\n#form-350576-wrapper .ktv2-form-element label {\n  display: block;\n  font-size: 0.85rem;\n  font-weight: 600;\n  color: var(--oc-primary);\n  margin-bottom: 0.3rem;\n}\n#form-350576-wrapper .ktv2-form-element input[type=\"text\"] {\n  width: 100%;\n  padding: 0.7rem 0.9rem;\n  border: 1px solid var(--oc-border);\n  border-radius: 12px;\n  font-size: 1rem;\n  color: var(--oc-text);\n  background: #fff;\n  box-sizing: border-box;\n  transition: border-color 0.15s, box-shadow 0.15s;\n}\n#form-350576-wrapper .ktv2-form-element input[type=\"text\"]:focus {\n  outline: none;\n  border-color: var(--oc-accent);\n  box-shadow: 0 0 0 3px rgba(46,92,219,0.15);\n}\n#form-350576-wrapper .ktv2-form-dsgvocheckbox {\n  display: flex;\n  gap: 0.6rem;\n  align-items: flex-start;\n  margin: 1rem 0 1.25rem;\n  padding: 0.75rem;\n  background: var(--oc-base);\n  border-radius: 10px;\n  font-size: 0.85rem;\n  line-height: 1.4;\n}\n#form-350576-wrapper .ktv2-form-dsgvocheckbox input[type=\"checkbox\"] {\n  margin-top: 0.2rem;\n  flex-shrink: 0;\n}\n#form-350576-wrapper .ktv2-form-dsgvocheckbox label {\n  color: var(--oc-text);\n  margin: 0;\n}\n#form-350576-wrapper .ktv2-form-dsgvocheckbox a {\n  color: var(--oc-accent);\n  text-decoration: underline;\n}\n#form-350576-wrapper #FormSubmit {\n  width: 100%;\n  padding: 0.85rem 1.25rem;\n  background: var(--oc-accent);\n  color: #fff;\n  border: none;\n  border-radius: 999px;\n  font-size: 1rem;\n  font-weight: 700;\n  cursor: pointer;\n  transition: background 0.15s, transform 0.05s;\n}\n#form-350576-wrapper #FormSubmit:hover {\n  background: var(--oc-primary);\n}\n#form-350576-wrapper #FormSubmit:active { transform: translateY(1px); }\n@media (max-width: 880px) {\n  .oc-dp-form-section { flex-direction: column; gap: 1.5rem; }\n  .oc-dp-form-section #form-350576-wrapper { flex: 1 1 auto; max-width: 100%; }\n}\n@media (max-width: 680px) {\n  .oc-dp-form-section #form-350576-wrapper { padding: 1.25rem; }\n}\n<\/style>\n\n<div class=\"oc-dp-form-section\">\n  <div class=\"oc-dp-intro\">\n    <p><strong>If you have to defend this programme internally, you need something you can put in someone else\u2019s hands.<\/strong><\/p>\n    <p>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 \u2013 and a dedicated champion kit page with ready-made answers for management, line managers and procurement.<\/p>\n    <p>Straight to your inbox as a PDF. No newsletter, no substance-free sales sequence \u2013 a short email series you can stop at any time.<\/p>\n  <\/div>\n  <div id=\"form-350576-wrapper\">\n    <div class=\"oc-dp-form-title\">Request the Decision Pack<\/div>\n    <div class=\"oc-dp-form-sub\">21 pages, delivered instantly by email. Double opt-in in line with the GDPR \u2013 you confirm your sign-up in a separate email.<\/div>\n    <form id=\"ktv2-form-350576\" accept-charset=\"UTF-8\" method=\"post\" action=\"https:\/\/app.klicktipp.com\/api\/subscriber\/signin.html\">\n      <input type=\"hidden\" id=\"FormField_ApiKey\" name=\"apikey\" value=\"866gzgnwz8z15ce\" \/>\n      <input type=\"hidden\" id=\"FormField_Digit\" name=\"fields[fieldDigit]\" value=\"\" \/>\n      <div class=\"ktv2-form-element\">\n        <label for=\"FormField_FirstName\">First name<\/label>\n        <input type=\"text\" id=\"FormField_FirstName\" name=\"fields[fieldFirstName]\" value=\"\" \/>\n      <\/div>\n      <div class=\"ktv2-form-element\">\n        <label for=\"FormField_EmailAddress\">Email address<\/label>\n        <input type=\"text\" id=\"FormField_EmailAddress\" name=\"email\" value=\"\" size=\"40\" required \/>\n      <\/div>\n      <div class=\"ktv2-form-dsgvocheckbox\">\n        <input type=\"checkbox\" id=\"DSGVOCheckbox\" name=\"fields[DSGVOCheckbox]\" class=\"ktv2-dsgvo-checkbox\" \/>\n        <label for=\"DSGVOCheckbox\">I consent to receiving the Decision Pack email series, which I can stop at any time via the unsubscribe link. By signing up you confirm that your data will be processed by KlickTipp in accordance with its <a href=\"https:\/\/www.klicktipp.com\/datenschutzerklarung\/\" target=\"_blank\" rel=\"noopener\">privacy policy<\/a>.<\/label>\n      <\/div>\n      <div>\n        <input type=\"submit\" id=\"FormSubmit\" name=\"FormSubmit\" value=\"Request the Decision Pack\" \/>\n      <\/div>\n    <\/form>\n    <script type=\"text\/javascript\" src=\"https:\/\/scripts.cdn.klicktipp.cloud\/captcha\/protect.js\"><\/script>\n  <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-14-testimonials\">What participants say about Mastering JTBD<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>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&#8217;s JTBD Innovation Framework changed the game in that respect.<\/p><cite><strong>Co-Founder<\/strong> \u2013 Co-founder, B2B cybersecurity provider<\/cite><\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Right from the start it became clear to me how valuable the qualitative research \u2013 and especially The Wheel of Progress combined with the channel phase model \u2013 is for strategic business decisions. It has revolutionised our corporate communications, customer approach and sales strategy. A real game changer!<\/p><cite><strong>Nils Wloka<\/strong> \u2013 CPTO, Steadybit<\/cite><\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>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.<\/p><cite><strong>Michael von Pidoll<\/strong> \u2013 T\u00dcV Rheinland AG<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Voices from previous cohorts<\/h3>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>The structure helped me stop landing in opinions and start landing in clear decisions.<\/p><cite>Product team, B2B SaaS<\/cite><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>The clustering was hard work, but extremely valuable.<\/p><cite>Marketing\/Growth, e-commerce<\/cite><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Not jumping straight into implementation, but running more small experiments instead.<\/p><cite>Engineering\/Tech, industrial sector<\/cite><\/blockquote><\/figure>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-15-faq\">Frequently asked questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1777583731528-7315eac9\"><strong class=\"schema-faq-question\">What sets Mastering JTBD apart from other JTBD workshops?<\/strong> <p class=\"schema-faq-answer\">Mastering JTBD is the original German-language edition of the method \u2013 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 \u2013 and you learn it from the creator of the framework and its tools: The Wheel of Progress (co-created with Eckhart B\u00f6hme), the Progress Design Map and the Progress Management Map. In ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1777583731531-e0e335f7\"><strong class=\"schema-faq-question\">Do I need prior experience with JTBD?<\/strong> <p class=\"schema-faq-answer\">Mastering JTBD is aimed at people who already know JTBD from books, podcasts or their own practice \u2013 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 <a href=\"https:\/\/oberwasser-consulting.de\/customer-insights-sprint\/\">Customer Insights Sprint (in German)<\/a> is the better starting point.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1777583731533-b86377e7\"><strong class=\"schema-faq-question\">How much time do I need between the modules?<\/strong> <p class=\"schema-faq-answer\">The live modules each last 2.5 hours (Tue + Fri, 09:00\u201311:30). Between the modules, plan for 1\u20132 hours applying the method to your own question. Mastering JTBD is <strong>learning by doing<\/strong> \u2013 you work through the method on your own project, not on a made-up example.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1777583731536-5d2a19a8\"><strong class=\"schema-faq-question\">What happens if I cannot attend one of the modules?<\/strong> <p class=\"schema-faq-answer\">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.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1777583731538-ae12b5eb\"><strong class=\"schema-faq-question\">How does the money-back guarantee work?<\/strong> <p class=\"schema-faq-answer\">You attend Module 1 (Tue 08.09.2026, 09:00\u201311:30). 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.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1777583731541-1b26a93c\"><strong class=\"schema-faq-question\">Does the workshop use AI or real interviews?<\/strong> <p class=\"schema-faq-answer\">Both \u2013 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 \u2013 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) \u2013 useful for special cases where real interviewees are out of reach. They do not replace the real conversation.<\/p> <\/div><\/div>\n\n\n\n<div class=\"wp-block-group ow-subnav\" style=\"border-top-color:#e5e7eb;border-top-width:1px;border-bottom-color:#e5e7eb;border-bottom-width:1px;padding-top:0.75rem;padding-bottom:0.75rem\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-text-align-center has-text-color wp-block-paragraph\" style=\"color:#37474F;font-size:0.95rem\"><a href=\"#block-10-module\">Modules<\/a>&nbsp;&nbsp;\u00b7&nbsp;&nbsp;<a href=\"#block-11-termine-preise\">Dates &amp; prices<\/a>&nbsp;&nbsp;\u00b7&nbsp;&nbsp;<a href=\"#block-15-faq\">FAQ<\/a>&nbsp;&nbsp;\u00b7&nbsp;&nbsp;<a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=solo&#038;variant=subnav-bottom#buchung\"><strong>Reserve your place \u2192<\/strong><\/a><\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-16-letzter-cta\">Ready for the next step?<\/h2>\n\n\n\n<div class=\"wp-block-group has-background\" style=\"border-color:#e5e7eb;border-width:1px;border-radius:4px;background-color:#F4F6F8;padding-top:1.75rem;padding-right:1.75rem;padding-bottom:1.75rem;padding-left:1.75rem\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><p class=\"wp-block-paragraph\"><strong>The final workshop of 2026.<\/strong> Starts: <strong>Tue 08.09.2026<\/strong>. Early-bird discount of <strong>15%<\/strong> for booking + payment by <strong>08.06.2026<\/strong>.<\/p>\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=solo&#038;variant=block16#buchung\" style=\"border-radius:4px;background-color:#2E5CDB\">Reserve your solo place \u2013 \u20ac2,100<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/?utm_source=mastering-lp&#038;utm_medium=order-form&#038;utm_campaign=m7&#038;product=team&#038;variant=block16#buchung\" style=\"border-radius:4px;background-color:#2E5CDB\">Reserve team places \u2013 2 or more<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--5\"><a class=\"wp-block-button__link has-text-color wp-element-button\" href=\"https:\/\/cal.com\/peterrochel\/v3-fit-check?utm_source=mastering-lp&#038;utm_medium=fit-check&#038;utm_campaign=m7&#038;variant=block16\" style=\"border-radius:4px;border-color:#0F2C4A;border-width:2px;color:#0F2C4A\">15-minute fit check first<\/a><\/div>\n<\/div>\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><em>Customer centricity does not start with gut feeling \u2013 it starts with clear, traceable insights.<\/em><\/p><\/div><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"Course\",\n  \"name\": \"Mastering JTBD \u2013 Live Online Workshop\",\n  \"description\": \"Live online workshop with Peter Rochel \u2013 creator of the JTBD Innovation Framework. 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Money back after Module 1.\",\n  \"url\": \"https:\/\/oberwasser-consulting.de\/mastering-jtbd\/\",\n  \"provider\": {\n    \"@type\": \"Organization\",\n    \"name\": \"Oberwasser Consulting\",\n    \"url\": \"https:\/\/oberwasser-consulting.de\/\"\n  },\n  \"instructor\": {\n    \"@type\": \"Person\",\n    \"name\": \"Peter Rochel\",\n    \"url\": \"https:\/\/oberwasser-consulting.de\/peter-rochel\/\",\n    \"jobTitle\": \"Creator of the JTBD Innovation Framework\"\n  },\n  \"hasCourseInstance\": {\n    \"@type\": \"CourseInstance\",\n    \"name\": \"JTBD-MC 2609\",\n    \"courseMode\": \"Online\",\n    \"startDate\": \"2026-09-08T09:00:00+02:00\",\n    \"endDate\": \"2026-10-02T11:30:00+02:00\",\n    \"courseWorkload\": \"PT30H\",\n    \"location\": {\n      \"@type\": \"VirtualLocation\",\n      \"url\": \"https:\/\/oberwasser-consulting.de\/mastering-jtbd\/\"\n    },\n    \"instructor\": {\n      \"@type\": \"Person\",\n      \"name\": \"Peter Rochel\"\n    },\n    \"offers\": {\n      \"@type\": \"Offer\",\n      \"price\": \"2100\",\n      \"priceCurrency\": \"EUR\",\n      \"url\": \"https:\/\/oberwasser-consulting.de\/en\/jtbd-mc-booking\/\",\n      \"availability\": \"https:\/\/schema.org\/InStock\",\n      \"category\": \"Solo place\"\n    }\n  }\n}\n<\/script>\n\n\n\n<div class=\"wp-block-group oc-demo-links\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Sample analyses from real interviews<\/h2>\n\n\n<p class=\"wp-block-paragraph\">This is what a fully analysed conversation looks like \u2013 exactly what you will learn to produce yourself in the training:<\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-interview-bialetti-espressokanne\/\">Why Marina needs two years to buy a \u20ac7 spare part (in German)<\/a> \u2013 Bialetti espresso maker<\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-interview-zum-schreibtischkauf\/\">Why a sleeping baby sells the desk (in German)<\/a> \u2013 height-adjustable desk (Andreas)<\/li>\n<\/ul>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A live online workshop for consultants, innovation managers and trainers \u2013 with Peter Rochel, creator of the JTBD Innovation Framework and the Progress Design Map. Four weeks \u00b7 eight live modules \u00b7 Tue + Fri 09:00\u201311:30 \u00b7 money-back guarantee after Module 1. Next workshop Modules&nbsp;&nbsp;\u00b7&nbsp;&nbsp;Dates &amp; prices&nbsp;&nbsp;\u00b7&nbsp;&nbsp;FAQ&nbsp;&nbsp;\u00b7&nbsp;&nbsp;Reserve your place \u2192 You know JTBD from books [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10002,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_opengraph-image":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-mastering.webp","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-description":"","footnotes":""},"class_list":["post-10593","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mastering JTBD \u2013 Understand your customers. Prove your impact. &#8226; Oberwasser Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mastering JTBD \u2013 Understand your customers. Prove your impact.\" \/>\n<meta property=\"og:description\" content=\"A live online workshop for consultants, innovation managers and trainers \u2013 with Peter Rochel, creator of the JTBD Innovation Framework and the Progress Design Map. Four weeks \u00b7 eight live modules \u00b7 Tue + Fri 09:00\u201311:30 \u00b7 money-back guarantee after Module 1. Next workshop Modules&nbsp;&nbsp;\u00b7&nbsp;&nbsp;Dates &amp; prices&nbsp;&nbsp;\u00b7&nbsp;&nbsp;FAQ&nbsp;&nbsp;\u00b7&nbsp;&nbsp;Reserve your place \u2192 You know JTBD from books [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\" \/>\n<meta property=\"og:site_name\" content=\"Oberwasser Consulting\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-12T13:51:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-mastering.webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/11\/jtbd-mc-mastering.webp\" \/>\n<meta name=\"twitter:site\" content=\"@peterrochel\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/mastering-jtbd\\\/\",\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/mastering-jtbd\\\/\",\"name\":\"Mastering JTBD \u2013 Understand your customers. 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In ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/mastering-jtbd\\\/#faq-question-1777583731531-e0e335f7\",\"position\":2,\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/mastering-jtbd\\\/#faq-question-1777583731531-e0e335f7\",\"name\":\"Do I need prior experience with JTBD?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Mastering JTBD is aimed at people who already know JTBD from books, podcasts or their own practice \u2013 and now want to apply it independently in their own work. 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