{"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":"2026-10-25T14:02:45","modified_gmt":"2026-10-25T13:02:45","slug":"mastering-jtbd","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/","title":{"rendered":"Mastering JTBD: In-house training for your team"},"content":{"rendered":"\n<div id=\"oc-redesign\">\n<style>\n#oc-redesign *{box-sizing:border-box;font-family:inherit;font-size:inherit;font-weight:inherit;line-height:inherit;color:inherit;}\n#oc-redesign .fb{width:100vw;max-width:100vw;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) .archive-container .content-col>h1{display:none!important;}\nbody:has(#oc-redesign) .archive-container{padding-top:0!important;}\n#oc-redesign{\n  --navy:#0F2C4A; --navy-tief:#0B2138; --text:#37474F; 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.zeilen-preis p{margin-top:12px;max-width:820px}\n#oc-redesign .preis2 .person .cta{flex-wrap:wrap}\n#oc-redesign .faq2 .ew h3.lead{grid-column:1\/7;color:var(--navy);font-size:var(--fs-lead);font-weight:300;line-height:1.3}\n@media (max-width:760px){#oc-redesign .ablauf3 .e-weg{grid-template-columns:1fr}#oc-redesign .tueren .stimmen,#oc-redesign .tueren .quelle{margin-left:0}}\n<\/style>\n<nav class=\"sprungleiste fb\" aria-label=\"On this page\"><div class=\"wrap\"><ul>\n  <li><a href=\"#fuer-wen\">For whom<\/a><\/li><li><a href=\"#ablauf\">How it works<\/a><\/li><li><a href=\"#faq\">Questions<\/a><\/li>\n  <li class=\"rechts\"><a href=\"mailto:jtbd@oberwasser-consulting.de?subject=In-house%20training%20Mastering%20JTBD\">Request in-house training \u2192<\/a><\/li>\n<\/ul><\/div><\/nav>\n\n<section class=\"hero navy fb\" id=\"block-1-hero\">\n  <div class=\"wrap hero-raster\">\n    <div class=\"hero-text\">\n    <p class=\"dach\">Mastering JTBD \u00b7 In-house training for your team \u00b7 with Peter Rochel<\/p>\n    <h1 class=\"display\"><span class=\"duenn\">Who in your company knows<\/span> why your customers buy?<\/h1>\n    <p class=\"lead\">Usually one or two people. Or it is brought in from outside for a project \u2013 and leaves when the project does.<\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"#wert\">How to bring it in-house \u2193<\/a>\n    <\/div>\n    <\/div>\n    <figure class=\"bild hero-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_Peter-Rochel_Stuhl_navy_portrait_683x854.avif\" alt=\"Peter Rochel, portrait behind a wooden chair.\" loading=\"lazy\"><figcaption>Peter Rochel<\/figcaption><\/figure>\n  <\/div>\n  <div class=\"band\" aria-hidden=\"true\">\n    <div class=\"desk\"><svg class=\"dots\" viewBox=\"0 0 1440 340\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><defs><linearGradient id=\"pd1g\" gradientUnits=\"userSpaceOnUse\" x1=\"0\" y1=\"0\" x2=\"1440\" y2=\"0\"><stop offset=\"0\" stop-color=\"#2E5CDB\"\/><stop offset=\"1\" stop-color=\"#89CFF0\"\/><\/linearGradient><pattern id=\"pd1p\" patternUnits=\"userSpaceOnUse\" width=\"12\" 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style=\"left:32.67%;top:74.00%\"><b>M3<\/b><\/span><span class=\"marker oben\" style=\"left:42.99%;top:30.00%\"><b>M4<\/b> \u00b7 Live interview<\/span><span class=\"marker unten\" style=\"left:58.34%;top:74.00%\"><b>M5<\/b><\/span><span class=\"marker oben\" style=\"left:68.66%;top:30.00%\"><b>M6<\/b><\/span><span class=\"marker unten\" style=\"left:84.01%;top:74.00%\"><b>M7<\/b><\/span><span class=\"marker oben\" style=\"left:94.33%;top:30.00%\"><b>M8<\/b><\/span><\/div>\n    <div class=\"mob-m\"><span class=\"marker unten links\" style=\"left:7.00%;top:74.00%\"><b>M1<\/b><\/span><span class=\"marker oben\" style=\"left:17.32%;top:30.00%\"><b>M2<\/b><\/span><span class=\"marker unten\" style=\"left:32.67%;top:74.00%\"><b>M3<\/b><\/span><span class=\"marker oben\" style=\"left:42.99%;top:30.00%\"><b>M4<\/b> \u00b7 Live interview<\/span><span class=\"marker unten\" style=\"left:58.34%;top:74.00%\"><b>M5<\/b><\/span><span class=\"marker oben\" style=\"left:68.66%;top:30.00%\"><b>M6<\/b><\/span><span class=\"marker unten\" style=\"left:84.01%;top:74.00%\"><b>M7<\/b><\/span><span class=\"marker oben\" style=\"left:94.33%;top:30.00%\"><b>M8<\/b><\/span><\/div>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt weiss symptom wert-text fb\" id=\"wert\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2><span class=\"duenn\">For us, this knowledge is<\/span> the most valuable thing a business can have.<\/h2><\/div>\n    <div class=\"split\">\n      <figure class=\"bild hoch\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-festgefahren-winsch.jpg\" alt=\"Rope jammed on a winch on deck\" loading=\"lazy\"><\/figure>\n      <div class=\"split-text\">\n        <p class=\"lead\">Suppose people in your team could uncover it themselves with every new idea \u2013 and it grew with every conversation.<\/p>\n        <p class=\"body\">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 \u2013 from the interview and the analysis of why customers buy through to products and business models.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt weiss gemacht fb\" id=\"gemacht\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2><span class=\"duenn\">What others have done<\/span> with this method.<\/h2><\/div>\n    <figure class=\"k2b-band\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_sprint_K2b_podcast_navy.avif\" alt=\"Two microphones on a dark table, blank cards and a small blue box between them, a hand on the right.\" width=\"1228\" height=\"818\" loading=\"lazy\"><\/figure>\n    <div class=\"faelle\">\n      <div class=\"beleg\"><p class=\"kern\">5\u00d7<\/p><p>more sales \u2013 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.<\/p><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">The case: Mantrafant \u2192<\/a><\/p><\/div>\n      <div class=\"beleg\"><p class=\"kern\">A brand of its own<\/p><p>An IT services firm went on to build a cybersecurity unit with its own brand. \u2018[\u2026] I\u2019ve probably hired eight people.\u2019 \u2013 the COO on the growth, project 2021\/22.<\/p><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\">The case: IT services firm \u2192<\/a><\/p><\/div>\n    <\/div>\n    <p class=\"lead frage-jahr\">What story would you like to be telling a year from now?<\/p>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt weiss nicht tueren fb\" id=\"fuer-wen\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Where are you right now?<\/h2><\/div>\n    <div class=\"zeilen\"><div class=\"zeile\"><span class=\"nr\">01<\/span><p class=\"was satz\">Your team applies JTBD for clients. For its own work, it lacks the tool.<\/p><\/div>\n      <div class=\"stimmen\"><blockquote><p class=\"lead\">\u2018Everyone knows we need to interview customers \u2013 but in the end, nobody has a tool for actually running an interview.\u2019<\/p><\/blockquote><blockquote><p class=\"lead\">\u2018Until now, it always sounded perfectly sensible for clients \u2013 just not for me.\u2019<\/p><\/blockquote><\/div>\n      <p class=\"quelle\">From 14 buying-reason interviews with our own customers and prospects, translated from German.<\/p>\n      <div class=\"zeile\"><span class=\"nr\">02<\/span><p class=\"was satz\">Your team should run customer interviews itself instead of farming every question out.<\/p><\/div>\n      <div class=\"zeile\"><span class=\"nr\">03<\/span><p class=\"was satz\">You have to justify decisions internally \u2013 with your customers\u2019 view rather than the loudest opinion.<\/p><\/div><\/div>\n    <details class=\"mehr\">\n      <summary>Who Mastering JTBD is not right for<\/summary>\n      <div class=\"inhalt\"><p>If your team is encountering JTBD for the first time \u2013 for a first introduction, our sprint briefing is the better route.<\/p><p>If you need to make a specific quarterly decision and want help with it \u2013 the Customer Insights Sprint is the right format for that.<\/p><p>If your team has no time to work continuously on a real question of its own between the modules \u2013 Mastering JTBD is learning by doing, not a lecture course.<\/p>\n        <p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Explore the Customer Insights Sprint<\/a><\/p>\n        <p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/roadmap-prioritisation-check\/\">Request the sprint briefing<\/a><\/p><\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt weiss danach koennen2 fb\" id=\"koennen\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What your team can do afterwards.<\/h2><p class=\"einl lead\" style=\"color:var(--navy)\">After the eight modules, your team can:<\/p><\/div>\n    <ol class=\"stufen\">\n      <li>run in-depth JTBD interviews \u2013 from the opening to analysing them together<\/li>\n      <li>turn many conversations into robust patterns instead of loose quotes<\/li>\n      <li>translate reasons to buy into product, marketing and sales decisions<\/li>\n      <li>use AI as an assistant without replacing the real conversation<\/li>\n    <\/ol>\n    <p class=\"body\">Plus templates, field-tested tools and a certificate.<\/p>\n    <details class=\"mehr\">\n      <summary>What you are booking, in detail<\/summary>\n      <div class=\"inhalt\"><ul class=\"liste\"><li>Live online workshop, 8 modules for your team<\/li><li>Interactive sessions with exercises, examples and direct feedback<\/li><li>Working templates, checklists and digital boards<\/li><li>Examples of good questions and analysis logic<\/li><li>Prompt templates for your own AI assistants<\/li><li>Recordings of the modules (by arrangement)<\/li><li>Confirmation of participation \/ certificate on completion<\/li><\/ul><\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt weiss module ablauf3 erlebnis2 fb\" id=\"ablauf\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>How it works.<\/h2><p class=\"einl\">Eight modules, live online, on dates agreed with your team \u2013 worked through on a real question of your own.<\/p><\/div>\n    <ol class=\"e-weg\">\n      <li><p class=\"etikett\">Modules 1\u20132<\/p><p class=\"body\">Foundations and a shared language<\/p><\/li>\n      <li><p class=\"etikett\">Modules 3\u20134<\/p><p class=\"body\">Interview \u2013 a real interview, live, in Module 4<\/p><\/li>\n      <li><p class=\"etikett\">Modules 5\u20136<\/p><p class=\"body\">Analysis \u2013 conversations become patterns<\/p><\/li>\n      <li><p class=\"etikett\">Modules 7\u20138<\/p><p class=\"body\">Implementation \u2013 from insights to action<\/p><\/li>\n    <\/ol>\n    <p class=\"zs-fuss\">8 live modules \u00b7 1\u20132 hours of practice in between \u00b7 dates by arrangement<\/p>\n    <details class=\"mehr\">\n      <summary>All modules in detail<\/summary>\n      <div class=\"inhalt\">\n    <div class=\"woche-block\">\n        <figure class=\"bild wb-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-woche-1-kompass.jpg\" alt=\"Compass on the deck of a sailing yacht\" loading=\"lazy\"><\/figure>\n        <div class=\"wb-text\"><p class=\"wb-kopf\"><span>Modules 1\u20132<\/span> Foundations<\/p><div class=\"mod\"><p class=\"mod-m\">M1<\/p><h3>Foundations &amp; a shared language<\/h3><p class=\"mod-frage\">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?<\/p>\n          <details class=\"mehr\"><summary>What you do in M1<\/summary><ul class=\"liste\"><li>What a job is: functional, emotional, social \u2013 three dimensions shown on the same example<\/li><li>The system of progress elements: events, forces and limiting context as a shared language<\/li><li>First hands-on work on the Mural board: finding problems, not solutions<\/li><\/ul><\/details><\/div><div class=\"mod\"><p class=\"mod-m\">M2<\/p><h3>Finding focus &amp; sharpening questions<\/h3><p class=\"mod-frage\">Most of what you think you know about your customers is an assumption \u2013 how do you check what is actually real?<\/p>\n          <details class=\"mehr\"><summary>What you do in M2<\/summary><ul class=\"liste\"><li>Who to talk to: existing customers, new customers, switchers or non-consumers? Selection based on your research goal<\/li><li>Separating the three roles in B2B: user, influencer, consumer<\/li><li>Looking at competitors from outside your category<\/li><\/ul><\/details><\/div><\/div>\n      <\/div>\n<div class=\"woche-block umgekehrt\">\n        <figure class=\"bild wb-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-woche-2-interview.jpg\" alt=\"Two people talking at a table, one pointing at a sheet\" loading=\"lazy\"><\/figure>\n        <div class=\"wb-text\"><p class=\"wb-kopf\"><span>Modules 3\u20134<\/span> Interview<\/p><div class=\"mod\"><p class=\"mod-m\">M3<\/p><h3>The JTBD interview: structure, set-up, dry run<\/h3><p class=\"mod-frage\">How do you get people to tell their switching story so that you actually recognise events, forces and context \u2013 instead of collecting opinions?<\/p>\n          <details class=\"mehr\"><summary>What you do in M3<\/summary><ul class=\"liste\"><li>Structured interview phases: opening, letting the story unfold, listening for the five phases of progress<\/li><li>Distinguishing the four forces: push, pull, habit, anxiety<\/li><li>Eight rules + team roles + a dry run on a real sample interview<\/li><\/ul><\/details><\/div><div class=\"mod\"><p class=\"mod-m\">M4<\/p><h3>A real live interview + joint debrief<\/h3><p class=\"mod-frage\">Which hypotheses leap out at you from a real interview that you never saw in the script?<\/p>\n          <details class=\"mehr\"><summary>What you do in M4<\/summary><ul class=\"liste\"><li>Team roles: lead + observers with clear tasks (events, problems, gains, context)<\/li><li>Instant debrief: what story emerged, which forces were visible, which hypotheses hold?<\/li><li>From first insight to experiment: how a real event becomes a testable marketing experiment<\/li><\/ul><\/details><\/div><\/div>\n      <\/div>\n<div class=\"woche-block\">\n        <figure class=\"bild wb-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-woche-3-clustering.jpg\" alt=\"A hand arranging sticky notes into groups on a glass wall\" loading=\"lazy\"><\/figure>\n        <div class=\"wb-text\"><p class=\"wb-kopf\"><span>Modules 5\u20136<\/span> Analysis<\/p><div class=\"mod\"><p class=\"mod-m\">M5<\/p><h3>Sorting data without getting lost in it<\/h3><p class=\"mod-frage\">How do you turn ten interviews into robust patterns without drowning in the data?<\/p>\n          <details class=\"mehr\"><summary>What you do in M5<\/summary><ul class=\"liste\"><li>Team clustering with timeboxing to beat analysis paralysis<\/li><li>Lifting jobs to a higher level of abstraction \u2013 not staying too specific<\/li><li>AI as a helper \u2013 but never skip the manual sorting, because empathy only comes from handling the data yourself<\/li><\/ul><\/details><\/div><div class=\"mod\"><p class=\"mod-m\">M6<\/p><h3>Building a basis for decisions<\/h3><p class=\"mod-frage\">How do you turn your interview patterns into a basis for decisions your team can commit to?<\/p>\n          <details class=\"mehr\"><summary>What you do in M6<\/summary><ul class=\"liste\"><li>Job prioritisation with two methods: 1-2-4-All (Liberating Structures) for team consensus, utility analysis for strategic assessment<\/li><li>Building the Wheel of Progress: one job, cross-category competitors, events and forces as one overall picture<\/li><li>What this implies for product, marketing and service<\/li><\/ul><\/details><\/div><\/div>\n      <\/div>\n<div class=\"woche-block umgekehrt\">\n        <figure class=\"bild wb-bild\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-woche-4-board.jpg\" alt=\"Planning board with cards in columns on a wall\" loading=\"lazy\"><\/figure>\n        <div class=\"wb-text\"><p class=\"wb-kopf\"><span>Modules 7\u20138<\/span> Implementation<\/p><div class=\"mod\"><p class=\"mod-m\">M7<\/p><h3>From insights to concrete action<\/h3><p class=\"mod-frage\">How do you translate interviews into messages, experiments and a business model that sells?<\/p>\n          <details class=\"mehr\"><summary>What you do in M7<\/summary><ul class=\"liste\"><li>Connecting the four framework levels: project, data\/research, design, strategy<\/li><li>Progress Design Map and Progress Management Map: crafting and managing messages for each customer phase<\/li><li>Business Model Canvas as the strategy level + testing hypotheses with sales metrics<\/li><\/ul><\/details><\/div><div class=\"mod\"><p class=\"mod-m\">M8<\/p><h3>Transfer, scaling &amp; open questions<\/h3><p class=\"mod-frage\">Why do most JTBD initiatives fail \u2013 not because of the method, but because of the day after?<\/p>\n          <details class=\"mehr\"><summary>What you do in M8<\/summary><ul class=\"liste\"><li>Q&amp;A on your own use case: how do you get insights past stakeholders, middle management and corporate inertia?<\/li><li>The 72-hour rule: what you do not start this week, you never will<\/li><li>The tool you use to convince your CFO \u2013 before every good method dies at the budget stage<\/li><\/ul><\/details><\/div><\/div>\n      <\/div>\n    \n      <\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt erlebnis2 fb\" id=\"stimmen\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What it feels like.<\/h2><\/div>\n    <p class=\"lead schluss-satz\">In Module 4, your team runs a real interview, live.<\/p>\n  <\/div>\n  <div class=\"e-band navy fb\">\n    <div class=\"e-foto\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-woche-2-interview.jpg\" alt=\"Two people talking at a table, one pointing at a sheet\" loading=\"lazy\"><\/div>\n    <figure class=\"e-zitat\">\n      <span class=\"gz\" aria-hidden=\"true\">\u201c<\/span>\n      <blockquote><p>\u2018I already had my own interview techniques, which were similar in some respects \u2026 but it gave me a great deal more structure, and I would like to keep using it this way.\u2019<\/p><\/blockquote>\n      <figcaption>Matthias, participant with his own interview experience \u00b7 Mastering JTBD 09\/2025 \u00b7 translated from German<\/figcaption>\n    <\/figure>\n  <\/div>\n  <div class=\"wrap\">\n    <details class=\"mehr e-mehr\"><summary>Another participant, 09\/2025<\/summary><div class=\"inhalt\"><blockquote><p>\u2018I 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. \u2026 This way it is simply a bit more valid.\u2019<\/p><cite><b>Sabine<\/b>, provider with her own offering \u00b7 Mastering JTBD 09\/2025 \u00b7 translated from German<\/cite><\/blockquote><\/div><\/details>\n    <details class=\"mehr e-mehr\"><summary>Voices from projects using the method<\/summary><div class=\"inhalt\">\n      <blockquote><p>\u2018[\u2026] completely shifted my perspective on market needs and customer loyalty. [\u2026] Peter Rochel\u2019s JTBD Innovation Framework changed the game in that respect.\u2019<\/p><cite><b>Co-founder<\/b>, B2B cybersecurity provider<\/cite><\/blockquote>\n      <blockquote><p>\u2018Right 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!\u2019<\/p><cite><b>Nils Wloka<\/b> \u00b7 CPTO, Steadybit \u00b7 translated from German<\/cite><\/blockquote>\n      <blockquote><p>\u2018The 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.\u2019<\/p><cite><b>Michael von Pidoll<\/b> \u00b7 T\u00dcV Rheinland AG \u00b7 translated from German<\/cite><\/blockquote>\n    <\/div><\/details>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt kuehl warum warum2 fb\" id=\"werkzeuge\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\">Why Peter Rochel.<\/h2><\/div>\n    <div class=\"werkzeug-raster\">\n      <figure class=\"bild wop\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/05\/WoP-Rainer-Ebike.webp\" alt=\"Completed Wheel of Progress with coloured notes on expectations, experiences, forces and trade-offs\" loading=\"lazy\"><figcaption>The Wheel of Progress \u2013 a completed example from an interview, name changed<\/figcaption><\/figure>\n      <div class=\"werkzeug-neben\">\n        <figure class=\"bild map\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-progress-design-map.jpg\" alt=\"Progress Design Map: working template with the demand side at the top and the supply side at the bottom, meeting in the middle\" loading=\"lazy\"><figcaption>Progress Design Map<\/figcaption><\/figure>\n        <figure class=\"bild map\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/mastering-jtbd-progress-management-map.jpg\" alt=\"Progress Management Map: working template with five customer phases from Passive Looking to Little Hire\" loading=\"lazy\"><figcaption>Progress Management Map<\/figcaption><\/figure>\n      <\/div>\n    <\/div>\n    <div class=\"warum-zahl\"><p class=\"zahl\">700+<\/p><p class=\"u\">innovation and strategy projects since 2006<\/p><\/div>\n    <div class=\"zeilen\"><div class=\"zeile ohne-nr\"><h3 class=\"name\">His own framework<\/h3><div class=\"was\"><p>Your team learns the method from the person who developed the JTBD Innovation Framework, not second-hand.<\/p><\/div><\/div>\n      <div class=\"zeile ohne-nr\"><h3 class=\"name\">His own tools<\/h3><div class=\"was\"><p>The Wheel of Progress (co-created with Eckhart B\u00f6hme), the Progress Design Map and the Progress Management Map.<\/p><\/div><\/div><\/div>\n    <details class=\"mehr\">\n      <summary>What a finished analysis looks like<\/summary>\n      <div class=\"inhalt\"><p>Peter is in ongoing professional exchange with Bob Moesta, co-architect of international JTBD theory.<\/p><p>This is what a fully analysed conversation looks like \u2013 exactly what your team learns to produce itself:<\/p>\n        <ul class=\"leseliste\">\n          <li><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-interview-bialetti-espressokanne\/\"><span>Why Marina needs two years to buy a seven-euro spare part (in German)<span class=\"zus\">Bialetti espresso maker<\/span><\/span><\/a><\/li>\n          <li><a href=\"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-interview-zum-schreibtischkauf\/\"><span>Why a sleeping baby sells the desk (in German)<span class=\"zus\">height-adjustable desk (Andreas)<\/span><\/span><\/a><\/li>\n        <\/ul><\/div>\n    <\/details>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt weiss faq faq2 fb\" id=\"faq\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Questions before you get in touch.<\/h2><\/div>\n    <div class=\"einwaende\">\n      <div class=\"ew\"><h3 class=\"lead\">Does my team need prior experience with JTBD?<\/h3><div class=\"a\"><p>Your team should know JTBD from books, podcasts or its own practice. For a very first introduction, the sprint briefing is a better fit.<\/p>\n        <details class=\"mehr\"><summary>More on this<\/summary><div class=\"inhalt\"><p>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 your team is encountering JTBD for the first time, our sprint briefing or the Customer Insights Sprint is the better starting point.<\/p><\/div><\/details><\/div><\/div>\n      <div class=\"ew\"><h3 class=\"lead\">How much time is needed between the modules?<\/h3><div class=\"a\"><p>One to two hours per person, on your own question.<\/p>\n        <details class=\"mehr\"><summary>More on this<\/summary><div class=\"inhalt\"><p>Between the modules, plan for 1\u20132 hours applying the method to your own question. Mastering JTBD is learning by doing \u2013 your team works through the method on its own project, not on a made-up example.<\/p><p>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.<\/p><\/div><\/details><\/div><\/div>\n      <div class=\"ew\"><h3 class=\"lead\">Can\u2019t we do this with books, podcasts or AI tools?<\/h3><div class=\"a\"><p>Carry on with them. Mastering JTBD adds what they lack: the real conversation, practised and analysed together.<\/p>\n        <details class=\"mehr\"><summary>More on this<\/summary><div class=\"inhalt\"><p>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.<\/p><p>We use AI deliberately as an assistant: for research, analysis, documentation and pattern recognition afterwards. It does not replace the real conversation.<\/p><\/div><\/details><\/div><\/div>\n      <div class=\"ew\"><h3 class=\"lead\">In which language is the training delivered?<\/h3><div class=\"a\"><p>In English. On request, in German.<\/p><\/div><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- MODUL PREIS v2.3 (Muster 9153), EN in-house -->\n<section class=\"preis2 fb\" id=\"preise\">\n  <div class=\"wert navy wert2 fb\">\n    <div class=\"wrap\">\n      <h2><span class=\"duenn\">Suppose your team could find out with every new idea<\/span> what makes your customers buy.<\/h2>\n      <p class=\"lead\">What would you build, promote or sell differently?<\/p>\n      <p class=\"body\">What your team learns stays when the training ends: every further interview runs in-house, not as an outside project.<\/p>\n      <p class=\"body\">Do the maths: what did the last campaign that was built on a guess cost you? \u2018Of course, we have already thrown plenty of money out of the window on agencies and campaigns,\u2019 someone told us in our buying-reason interviews (translated from German).<\/p>\n    <\/div>\n  <\/div>\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Your investment<\/h2><\/div>\n    <p class=\"untertitel\">Mastering JTBD as in-house training \u00b7 your own dates for your team \u00b7 live online<\/p>\n    <div class=\"wege2\">\n      <div class=\"weg2\"><p class=\"preisz\"><span class=\"ab\">from<\/span>\u20ac14,500<span class=\"netto\">net, depending on group size<\/span><\/p><\/div>\n    <\/div>\n    <div class=\"zeilen-preis\">\n      <p>Dates by arrangement \u00b7 delivered in English, or in German on request \u00b7 eight live modules<\/p>\n    <\/div>\n    <div class=\"person\">\n      <div class=\"p-foto\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/OC_2026_Peter-Rochel_Stuhl_navy_portrait_683x854.avif\" alt=\"Peter Rochel, portrait\" loading=\"lazy\"><\/div>\n      <div class=\"p-text\">\n        <div class=\"cta\"><a class=\"knopf\" href=\"mailto:jtbd@oberwasser-consulting.de?subject=In-house%20training%20Mastering%20JTBD\">Request in-house training from Peter<\/a><\/div>\n        <p><a class=\"textlink\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Talk to Peter for 15 minutes first<\/a><\/p>\n        <p class=\"p-name\">We agree dates, group size and language with you before anything is booked.<\/p>\n        <p class=\"p-name\">This offer is for businesses only. For business customers in other EU countries, we invoice without German VAT.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<!-- \/MODUL PREIS -->\n\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"Course\", \"name\": \"Mastering JTBD \u2013 in-house training\", \"description\": \"Knowing why your customers buy belongs in-house. Mastering JTBD: the whole framework for your team, live online with Peter Rochel. Dates by arrangement.\", \"inLanguage\": \"en\", \"url\": \"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\", \"provider\": {\"@id\": \"https:\/\/oberwasser-consulting.de\/#organization\"}, \"instructor\": {\"@id\": \"https:\/\/oberwasser-consulting.de\/#peter-rochel\"}}<\/script>\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"Does my team need prior experience with JTBD?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"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 \u2013 and now want to apply it independently in their own work. 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