{"id":11648,"date":"2026-10-10T15:55:24","date_gmt":"2026-10-10T13:55:24","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?page_id=11648"},"modified":"2026-10-10T16:29:59","modified_gmt":"2026-10-10T14:29:59","slug":"jtbd-case-study-b2b-cybersecurity","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/","title":{"rendered":"B2B JTBD Case Study: Being secure \u2013 and able to show it"},"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; --text:#37474F; --cool:#F4F6F8; --arctic:#89CFF0; --hyper:#2E5CDB; --weiss:#FFFFFF;\n  --linie:rgba(15,44,74,.14); --linie-n:rgba(244,246,248,.18);\n  --auf-navy:rgba(244,246,248,.74);\n  --fs-meta:13px; --fs-body:17px; --fs-lead:26px; --fs-h2:56px; --fs-num:88px; --fs-display:92px;\n  --rand:64px;\n}\n#oc-redesign *{box-sizing:border-box;margin:0;padding:0}\n#oc-redesign{background:var(--weiss);color:var(--text);font-family:Inter,Helvetica,Arial,sans-serif;font-size:var(--fs-body);line-height:1.6;-webkit-font-smoothing:antialiased;}\n#oc-redesign a{color:inherit}\n#oc-redesign .wrap{max-width:1440px;margin:0 auto;padding:0 var(--rand);position:relative}\n#oc-redesign .navy{background:var(--navy);color:var(--cool)}\n#oc-redesign .grau{background:var(--cool)}\n#oc-redesign .raster{display:grid;grid-template-columns:repeat(12,1fr);column-gap:32px}\n#oc-redesign .textlink{color:var(--navy);text-decoration:underline;text-underline-offset:4px;text-decoration-thickness:1px}\n#oc-redesign .navy .textlink{color:var(--cool)}\n#oc-redesign .pf::after{content:\" \u2192\"}\n#oc-redesign .kopf{position:sticky;top:0;z-index:10;background:var(--navy);border-bottom:1px solid var(--linie-n)}\n#oc-redesign .kopf .wrap{display:flex;align-items:center;justify-content:space-between;height:72px;gap:24px}\n#oc-redesign .marke{display:block;line-height:0}\n#oc-redesign .marke .logo{height:46px;width:auto;display:block}\n#oc-redesign .menue{display:flex;gap:32px;list-style:none;margin-left:auto}\n#oc-redesign .menue a{text-decoration:none;color:var(--auf-navy)}\n#oc-redesign .menue a[aria-current]{color:var(--cool)}\n#oc-redesign .menue-mobil{display:none}\n#oc-redesign .knopf{display:inline-block;background:var(--hyper);color:var(--weiss);text-decoration:none;font-weight:600;padding:12px 20px;border-radius:4px;white-space:nowrap}\n#oc-redesign h1.display{font-size:var(--fs-display);line-height:.98;letter-spacing:-.045em;font-weight:700;color:var(--cool)}\n#oc-redesign h1.display .duenn{display:block;font-weight:200}\n#oc-redesign h2{font-size:var(--fs-h2);line-height:1.05;letter-spacing:-.03em;font-weight:700;color:var(--navy)}\n#oc-redesign .navy h2{color:var(--cool)}\n#oc-redesign .lead{font-size:var(--fs-lead);line-height:1.34;letter-spacing:-.01em;font-weight:300}\n#oc-redesign .aussage{font-size:var(--fs-h2);line-height:1.08;letter-spacing:-.03em;font-weight:700;color:var(--navy)}\n#oc-redesign .aussage.duenn{font-weight:200}\n#oc-redesign .zahl{font-size:var(--fs-num);line-height:1;letter-spacing:-.04em;font-weight:200;color:var(--navy)}\n#oc-redesign .navy .zahl{color:var(--cool)}\n#oc-redesign .leise{color:var(--auf-navy)}\n#oc-redesign .body{max-width:560px}\n#oc-redesign p.body+p.body{margin-top:16px}\n#oc-redesign .hero{padding-top:112px}\n#oc-redesign .hero .lead{margin-top:48px;max-width:900px;color:var(--cool)}\n#oc-redesign .hero .lead strong{font-weight:600}\n#oc-redesign .band{position:relative;margin-top:88px;height:300px}\n#oc-redesign .band svg{position:absolute;inset:0;width:100%;height:100%}\n#oc-redesign .band .mob{display:none}\n#oc-redesign .marker{position:absolute;font-size:var(--fs-meta);color:var(--cool);background:var(--navy);padding:2px 8px;border-radius:2px;line-height:1.5}\n#oc-redesign .marker.bremst{color:var(--arctic)}\n#oc-redesign .mk-push{left:16%;top:calc(26% - 36px)}\n#oc-redesign .mk-pull{left:56%;top:calc(26% - 36px)}\n#oc-redesign .mk-anx{left:40%;top:calc(78% + 16px)}\n#oc-redesign .mk-hab{left:18%;top:calc(78% + 16px)}\n#oc-redesign .mk-alt{left:1.5%;top:14px}\n#oc-redesign .mk-neu{right:1.5%;top:14px}\n#oc-redesign .stroemung{max-width:1440px;margin:0 auto 24px}\n#oc-redesign .stroemung svg{width:100%;height:auto;display:block}\n#oc-redesign .stroemung .mob{display:none}\n#oc-redesign .abschnitt{padding:144px 0}\n#oc-redesign .abschnitt.eng{padding-top:32px}\n#oc-redesign .abschnitt + .abschnitt{border-top:1px solid var(--linie)}\n#oc-redesign .grau + .abschnitt,#oc-redesign .abschnitt + .grau{border-top:0}\n#oc-redesign .stufen{list-style:none;counter-reset:s;display:grid;grid-template-columns:repeat(4,1fr);gap:32px;margin-top:88px;position:relative}\n#oc-redesign .stufen::before{content:\"\";position:absolute;left:0;right:0;top:6px;border-top:1px solid var(--navy)}\n#oc-redesign .stufen li{position:relative;padding-top:44px;counter-increment:s}\n#oc-redesign .stufen li::before{content:\"\";position:absolute;left:0;top:0;width:13px;height:13px;border-radius:50%;background:var(--navy)}\n#oc-redesign .stufen li:last-child::before{background:var(--weiss);border:2px solid var(--navy)}\n#oc-redesign .stufen li::after{content:\"0\" counter(s);position:absolute;left:0;top:-40px;font-size:var(--fs-lead);font-weight:200;color:var(--navy);letter-spacing:-.02em}\n#oc-redesign .stufen strong{display:block;color:var(--navy);font-weight:600;margin-bottom:8px;font-size:19px;line-height:1.35}\n#oc-redesign .beispiel .links{grid-column:1\/7}\n#oc-redesign .beispiel .rechts{grid-column:8\/13;display:flex;align-items:center}\n#oc-redesign .beispiel .fazit{margin-top:40px}\n#oc-redesign .matten{width:100%;max-width:460px;height:auto;display:block}\n#oc-redesign .rekon .aussage{max-width:1000px}\n#oc-redesign .rekon .body{margin-top:40px}\n#oc-redesign .gegen{margin-top:96px;border-top:1px solid var(--linie);padding-top:40px}\n#oc-redesign .gegen .zwei{display:grid;grid-template-columns:1fr 1fr;gap:32px}\n#oc-redesign .gegen .zwei p{font-size:var(--fs-lead);line-height:1.3;font-weight:300;color:var(--navy)}\n#oc-redesign .gegen .zwei p+p{font-weight:600}\n#oc-redesign .wj{width:100%;height:auto;display:block;margin-top:40px}\n#oc-redesign .gegen .mob{display:none}\n#oc-redesign .kz-klein .zahl{font-size:var(--fs-h2)}\n#oc-redesign .uebergang{padding:120px 0}\n#oc-redesign .uebergang .l{grid-column:1\/7}\n#oc-redesign .uebergang .r{grid-column:8\/13}\n#oc-redesign .uebergang p{color:var(--auf-navy)}\n#oc-redesign .uebergang .r p{color:var(--cool);font-size:var(--fs-lead);line-height:1.34;font-weight:300}\n#oc-redesign .uebergang .cta{margin-top:40px}\n#oc-redesign .kopfzeile{grid-column:1\/10}\n#oc-redesign .frage-gross{font-size:var(--fs-h2);line-height:1.08;letter-spacing:-.03em;font-weight:200;color:var(--navy);max-width:1080px;margin-top:40px}\n#oc-redesign .frage-gross em{font-style:normal}\n#oc-redesign .spalten{margin-top:72px}\n#oc-redesign .spalten .s1{grid-column:1\/6}\n#oc-redesign .spalten .s2{grid-column:7\/13}\n#oc-redesign .leseliste{list-style:none;border-top:1px solid var(--linie);margin-top:40px}\n#oc-redesign .leseliste li{border-bottom:1px solid var(--linie)}\n#oc-redesign .leseliste a{display:flex;justify-content:space-between;gap:24px;padding:16px 0;text-decoration:none;color:var(--navy)}\n#oc-redesign .leseliste a::after{content:\"\u2192\";flex:none}\n#oc-redesign .leseliste .zus{color:var(--text)}\n#oc-redesign .liste{list-style:none;border-top:1px solid var(--linie)}\n#oc-redesign .liste li{padding:16px 0;border-bottom:1px solid var(--linie)}\n#oc-redesign .liste b{color:var(--navy);font-weight:600}\n#oc-redesign .titelchen{color:var(--navy);font-weight:600;margin-bottom:16px}\n#oc-redesign .kennzahlen{display:grid;grid-template-columns:repeat(3,1fr);gap:32px}\n#oc-redesign .kennzahlen p.u{margin-top:12px;max-width:260px}\n#oc-redesign .fw{margin-top:112px;border-top:1px solid var(--linie);padding-top:48px}\n#oc-redesign .fw .zahl{grid-column:1\/3}\n#oc-redesign .fw .t{grid-column:3\/10}\n#oc-redesign .fw .t p.lead{color:var(--navy)}\n#oc-redesign .fw .t p.body{margin-top:16px}\n#oc-redesign .wege{margin-top:72px;border-top:1px solid var(--linie)}\n#oc-redesign .weg{display:grid;grid-template-columns:repeat(12,1fr);column-gap:32px;padding:36px 0;border-bottom:1px solid var(--linie);align-items:baseline}\n#oc-redesign .weg .nr{grid-column:1\/2;font-size:var(--fs-lead);font-weight:200;color:var(--navy)}\n#oc-redesign .weg .name{grid-column:2\/6;font-size:var(--fs-lead);line-height:1.3;font-weight:300;color:var(--navy)}\n#oc-redesign .weg .was{grid-column:7\/13}\n#oc-redesign .weg .was a{display:inline-block;margin-top:10px}\n#oc-redesign .studie .kz{margin-top:72px}\n#oc-redesign .studie .kz .zahl{font-size:var(--fs-num)}\n#oc-redesign .studie .kz p.u{color:var(--auf-navy)}\n#oc-redesign .studie .unten{margin-top:80px}\n#oc-redesign .studie .unten .t{grid-column:1\/6}\n#oc-redesign .studie .unten .g{grid-column:7\/13}\n#oc-redesign .studie .unten p{color:var(--auf-navy)}\n#oc-redesign .studie .cta{margin-top:32px}\n#oc-redesign .evidenz{width:100%;height:auto;display:block}\n#oc-redesign .studie .g p.u{margin-top:12px;font-size:var(--fs-meta)}\n#oc-redesign .check .t{grid-column:1\/8}\n#oc-redesign .check .z{grid-column:9\/13}\n#oc-redesign .check .body{margin-top:32px}\n#oc-redesign .check .z .zahl+p{margin-top:8px}\n#oc-redesign .check .z div+div{margin-top:40px}\n#oc-redesign .unterschied .kennzahlen{margin-top:80px}\n#oc-redesign .unterschied .liste{margin-top:80px;max-width:820px}\n#oc-redesign .rollen{margin-top:56px;border-top:1px solid var(--linie);max-width:820px}\n#oc-redesign .rollen li{list-style:none;padding:20px 0;border-bottom:1px solid var(--linie);font-size:var(--fs-lead);font-weight:300;color:var(--navy)}\n#oc-redesign .fuerwen .body{margin-top:32px}\n#oc-redesign .faq-gruppen{margin-top:72px}\n#oc-redesign .faq-gruppe+.faq-gruppe{margin-top:72px}\n#oc-redesign .faq-gruppe>.titelchen{margin-bottom:0;padding-bottom:12px}\n#oc-redesign details.faq{border-top:1px solid var(--linie)}\n#oc-redesign .faq-gruppe details.faq:last-child{border-bottom:1px solid var(--linie)}\n#oc-redesign details.faq>summary{list-style:none;cursor:pointer;padding:18px 0;color:var(--navy);display:flex;justify-content:space-between;gap:24px;font-size:19px;line-height:1.4}\n#oc-redesign details.faq>summary::-webkit-details-marker{display:none}\n#oc-redesign details.faq>summary::after{content:\"+\";font-weight:300;flex:none}\n#oc-redesign details.faq[open]>summary::after{content:\"\u2013\"}\n#oc-redesign details.faq .antwort{padding:0 0 24px;max-width:760px}\n#oc-redesign .praxis{margin-top:72px;max-width:820px}\n#oc-redesign .verz .spalten .s1{grid-column:1\/7}\n#oc-redesign .verz .spalten .s2{grid-column:8\/13}\n#oc-redesign .verz .leseliste{margin-top:0}\n#oc-redesign .verz .pos{margin-top:48px;max-width:560px}\n#oc-redesign .schluss{padding:144px 0}\n#oc-redesign .schluss .aussage{color:var(--cool);max-width:1000px}\n#oc-redesign .schluss .aussage .duenn{font-weight:200;display:block}\n#oc-redesign .schluss .cta{display:flex;align-items:center;gap:32px;flex-wrap:wrap;margin-top:56px}\n#oc-redesign .schluss .weiter{margin-top:72px;border-top:1px solid var(--linie-n);list-style:none;max-width:820px}\n#oc-redesign .schluss .weiter li{border-bottom:1px solid var(--linie-n)}\n#oc-redesign .schluss .weiter a{display:flex;justify-content:space-between;gap:24px;padding:16px 0;text-decoration:none;color:var(--cool)}\n#oc-redesign .schluss .weiter a::after{content:\"\u2192\";flex:none}\n#oc-redesign .radar{margin-top:72px;max-width:640px;color:var(--auf-navy)}\n#oc-redesign .radar a{display:inline-block;margin-top:12px}\n#oc-redesign .fuss{background:var(--weiss);padding:80px 0 64px;border-top:1px solid var(--linie)}\n#oc-redesign .fuss-logo .logo{height:52px;width:auto;display:block;margin-bottom:48px}\n#oc-redesign .sitemap{display:grid;grid-template-columns:repeat(4,1fr);gap:32px}\n#oc-redesign .sitemap h3{font-family:\"Roboto Mono\",monospace;font-weight:500;font-size:var(--fs-meta);letter-spacing:.08em;text-transform:uppercase;color:var(--navy);margin-bottom:16px}\n#oc-redesign .sitemap ul{list-style:none}\n#oc-redesign .sitemap li{margin-bottom:6px}\n#oc-redesign .sitemap a{text-decoration:none}\n#oc-redesign .fuss .klein{margin-top:64px;font-size:var(--fs-meta)}\n@media (max-width:760px){#oc-redesign{--fs-meta:12px;--fs-lead:21px;--fs-h2:34px;--fs-num:52px;--fs-display:44px;--rand:20px}\n#oc-redesign .kopf .wrap{height:60px;gap:12px}\n#oc-redesign .menue{display:none}\n#oc-redesign .marke .logo{height:34px}\n#oc-redesign .menue-mobil{display:block;margin-left:auto;position:relative}\n#oc-redesign .menue-mobil summary{list-style:none;cursor:pointer;color:var(--cool);font-size:22px;line-height:1;padding:4px}\n#oc-redesign .menue-mobil summary::-webkit-details-marker{display:none}\n#oc-redesign .kopf .knopf{font-size:14px;padding:10px 12px}\n#oc-redesign .hero{padding-top:64px}\n#oc-redesign .hero .lead{margin-top:32px}\n#oc-redesign .band{margin-top:56px;height:220px}\n#oc-redesign .band .desk{display:none}\n#oc-redesign .band .mob{display:block}\n#oc-redesign .mk-push{left:8%;top:calc(26% - 30px)}\n#oc-redesign .mk-pull{left:54%;top:calc(26% - 30px)}\n#oc-redesign .mk-anx{left:44%;top:calc(78% + 10px)}\n#oc-redesign .mk-hab{left:10%;top:calc(78% + 10px)}\n#oc-redesign .mk-alt,#oc-redesign .mk-neu{display:none}\n#oc-redesign .stroemung .desk{display:none}\n#oc-redesign .stroemung .mob{display:block}\n#oc-redesign .abschnitt,#oc-redesign .schluss,#oc-redesign .uebergang{padding:88px 0}\n#oc-redesign .abschnitt.eng{padding-top:24px}\n#oc-redesign .raster,#oc-redesign .weg{display:block}\n#oc-redesign .stufen{grid-template-columns:1fr;gap:0;margin-top:56px}\n#oc-redesign .stufen::before{left:6px;right:auto;top:0;bottom:0;border-top:0;border-left:1px solid var(--navy)}\n#oc-redesign .stufen li{padding:40px 0 48px 44px}\n#oc-redesign .stufen li::after{left:44px;top:0}\n#oc-redesign .stufen li::before{top:48px}\n#oc-redesign .gegen .desk{display:none}\n#oc-redesign .gegen .mob{display:block}\n#oc-redesign .kz-klein .zahl{font-size:var(--fs-num)}\n#oc-redesign .beispiel .rechts{margin-top:48px}\n#oc-redesign .gegen .zwei{grid-template-columns:1fr;gap:16px}\n#oc-redesign .gegen{margin-top:64px}\n#oc-redesign .uebergang .r{margin-top:40px}\n#oc-redesign .spalten .s2{margin-top:56px}\n#oc-redesign .kennzahlen{grid-template-columns:1fr;gap:40px}\n#oc-redesign .fw .t{margin-top:16px}\n#oc-redesign .weg{padding:32px 0}\n#oc-redesign .weg .name{margin-top:4px}\n#oc-redesign .weg .was{margin-top:12px}\n#oc-redesign .studie .unten .g{margin-top:48px}\n#oc-redesign .check .z{margin-top:48px}\n#oc-redesign details.faq>summary{font-size:17px}\n#oc-redesign .verz .spalten .s2{margin-top:56px}\n#oc-redesign .sitemap{grid-template-columns:1fr 1fr;row-gap:40px}\n#oc-redesign .fuss-logo .logo{height:40px}}\n#oc-redesign .hero{padding-bottom:112px}\n#oc-redesign h1.display .zeile{display:block}\n#oc-redesign .hero .unterzeile{font-size:40px;line-height:1.15;letter-spacing:-.02em;font-weight:200;color:var(--cool);margin-top:28px;max-width:1000px}\n#oc-redesign .hero .leitsatz{margin-top:56px;font-size:var(--fs-lead);line-height:1.34;font-weight:600;color:var(--cool);max-width:900px}\n#oc-redesign .hero .leitsatz strong{font-weight:600}\n#oc-redesign .hero .einstieg{margin-top:16px;max-width:760px;color:var(--auf-navy)}\n#oc-redesign .hero .einstieg+.einstieg{margin-top:12px}\n#oc-redesign .hero .unterzeile+.einstieg,#oc-redesign .hero h1+.einstieg{margin-top:48px}\n#oc-redesign .hero .einstieg a,#oc-redesign .hero .leitsatz a{color:var(--cool);text-decoration:underline;text-underline-offset:4px;text-decoration-thickness:1px}\n#oc-redesign .hero .einstieg strong{font-weight:600;color:var(--cool)}\n#oc-redesign .zeitmarke{font-size:var(--fs-num);line-height:1;letter-spacing:-.04em;font-weight:200;color:var(--navy)}\n#oc-redesign .navy .zeitmarke{color:var(--cool)}\n#oc-redesign .aussage.mittel{font-size:40px;line-height:1.18;letter-spacing:-.02em;font-weight:300}\n#oc-redesign .aussage.mittel strong{font-weight:600}\n#oc-redesign blockquote.zitat{margin-top:32px;font-size:30px;line-height:1.3;letter-spacing:-.015em;font-weight:300;color:var(--navy);max-width:900px}\n#oc-redesign blockquote.zitat p+p{margin-top:12px}\n#oc-redesign blockquote.zitat cite{display:block;margin-top:12px;font-size:var(--fs-body);font-style:normal;color:var(--text)}\n#oc-redesign h3{font-size:var(--fs-lead);line-height:1.25;letter-spacing:-.01em;font-weight:600;color:var(--navy)}\n#oc-redesign h4{font-size:19px;line-height:1.4;font-weight:600;color:var(--navy)}\n#oc-redesign .navy h3,#oc-redesign .navy h4{color:var(--cool)}\n#oc-redesign .textlink strong{font-weight:600}\n#oc-redesign .grundidee .inhalt>*:first-child{margin-top:0}\n#oc-redesign .kapitel .marke-zeit{grid-column:1\/4}\n#oc-redesign .kapitel .inhalt{grid-column:4\/13;min-width:0}\n#oc-redesign .kapitel h2{max-width:900px}\n#oc-redesign .inhalt>*{margin-top:24px}\n#oc-redesign .inhalt>h2:first-child,#oc-redesign .inhalt>*:first-child{margin-top:0}\n#oc-redesign .inhalt>h2+*{margin-top:32px}\n#oc-redesign .inhalt>h3,#oc-redesign .inhalt>h4{margin-top:56px}\n#oc-redesign .inhalt>h3+*,#oc-redesign .inhalt>h4+*{margin-top:16px}\n#oc-redesign .inhalt .body,#oc-redesign .inhalt>p{max-width:760px}\n#oc-redesign .inhalt p.body+p.body{margin-top:16px}\n#oc-redesign .inhalt a:not(.knopf):not(.wp-block-button__link){color:var(--navy);text-decoration:underline;text-underline-offset:4px;text-decoration-thickness:1px}\n#oc-redesign .navy .inhalt a:not(.knopf):not(.wp-block-button__link){color:var(--cool)}\n#oc-redesign .inhalt strong{font-weight:600;color:var(--navy)}\n#oc-redesign .navy .inhalt strong{color:var(--cool)}\n#oc-redesign .navy .inhalt .body,#oc-redesign .navy .inhalt>p,#oc-redesign .navy .inhalt li{color:var(--auf-navy)}\n#oc-redesign .inhalt .klein{font-size:15px;line-height:1.5}\n#oc-redesign .inhalt ul.liste,#oc-redesign .inhalt ol.liste{max-width:900px}\n#oc-redesign ol.liste{list-style:none;counter-reset:n}\n#oc-redesign ol.liste>li{counter-increment:n;position:relative;padding-left:56px}\n#oc-redesign ol.liste>li::before{content:counter(n,decimal-leading-zero);position:absolute;left:0;top:16px;font-weight:200;color:var(--navy)}\n#oc-redesign .liste li ul,#oc-redesign .liste li ol{margin:8px 0 0 20px;border:0}\n#oc-redesign .liste li li{padding:4px 0;border:0}\n#oc-redesign .navy .liste{border-color:var(--linie-n)}\n#oc-redesign .navy .liste li{border-color:var(--linie-n)}\n#oc-redesign .navy ol.liste>li::before{color:var(--cool)}\n#oc-redesign .hervor{border-left:1px solid var(--navy);padding-left:24px;max-width:900px}\n#oc-redesign .hervor p{font-size:21px;line-height:1.45;font-weight:300;color:var(--navy)}\n#oc-redesign .hervor p+p{margin-top:12px}\n#oc-redesign .hervor strong{font-weight:600}\n#oc-redesign .navy .hervor{border-color:var(--cool)}\n#oc-redesign .navy .hervor p{color:var(--cool)}\n#oc-redesign figure.bild{max-width:900px}\n#oc-redesign figure.bild img{max-width:100%;height:auto;display:block}\n#oc-redesign figure.bild figcaption{margin-top:12px;font-size:15px;line-height:1.5;max-width:760px}\n#oc-redesign figure.bild.alignleft{float:none}\n#oc-redesign .inhalt .spalten2{display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:32px;align-items:start}\n#oc-redesign .inhalt .spalten3{display:grid;grid-template-columns:repeat(3,minmax(0,1fr));gap:32px;align-items:start}\n#oc-redesign .spalten2>div>*+*,#oc-redesign .spalten3>div>*+*{margin-top:16px}\n#oc-redesign .spalten2 img,#oc-redesign .spalten3 img{max-width:100%;height:auto;display:block}\n#oc-redesign .tabelle{overflow-x:auto;max-width:100%}\n#oc-redesign .tabelle table{border-collapse:collapse;width:100%;font-size:15px;line-height:1.5}\n#oc-redesign .tabelle th,#oc-redesign .tabelle td{text-align:left;vertical-align:top;padding:12px 16px 12px 0;border-bottom:1px solid var(--linie)}\n#oc-redesign .tabelle th,#oc-redesign .tabelle thead td{color:var(--navy);font-weight:600;border-bottom:1px solid var(--navy)}\n#oc-redesign .tabelle figcaption{margin-top:12px;font-size:13px}\n#oc-redesign details.mehr{border-top:1px solid var(--linie);max-width:900px}\n#oc-redesign details.mehr:last-of-type{border-bottom:1px solid var(--linie)}\n#oc-redesign details.mehr+details.mehr{margin-top:0}\n#oc-redesign details.mehr>summary{list-style:none;cursor:pointer;padding:18px 0;color:var(--navy);display:flex;justify-content:space-between;gap:24px;font-size:19px;line-height:1.4;font-weight:600}\n#oc-redesign details.mehr>summary::-webkit-details-marker{display:none}\n#oc-redesign details.mehr>summary::after{content:\"+\";font-weight:300;flex:none}\n#oc-redesign details.mehr[open]>summary::after{content:\"\u2013\"}\n#oc-redesign details.mehr .inhalt-mehr{padding:0 0 24px}\n#oc-redesign details.mehr .inhalt-mehr>*+*{margin-top:16px}\n#oc-redesign .cta{display:flex;align-items:center;gap:16px 32px;flex-wrap:wrap}\n#oc-redesign .knopf{white-space:normal}\n#oc-redesign .wp-block-buttons{display:flex;gap:16px;flex-wrap:wrap}\n#oc-redesign .wp-block-button__link{display:inline-block!important;background:var(--hyper)!important;color:var(--weiss)!important;text-decoration:none!important;font-weight:600!important;padding:12px 20px!important;border-radius:4px!important;border:0!important;font-family:Inter,Helvetica,Arial,sans-serif!important;text-transform:none!important;letter-spacing:normal!important;font-size:var(--fs-body)!important;line-height:1.6!important}\n#oc-redesign .knopf{font-family:Inter,Helvetica,Arial,sans-serif!important;text-transform:none!important;letter-spacing:normal!important}\n#oc-redesign .fremd>*{max-width:900px}\n#oc-redesign .fremd iframe{max-width:100%}\n#oc-redesign .fremd .wp-block-embed__wrapper iframe{width:100%;aspect-ratio:16\/9;height:auto}\n#oc-redesign .fremd .wp-block-group>*{max-width:none}\n#oc-redesign .yoast-faq{margin-top:72px}\n#oc-redesign .yoast-faq .schema-faq-section{display:grid;grid-template-columns:repeat(12,1fr);column-gap:32px;padding:28px 0;border-top:1px solid var(--linie)}\n#oc-redesign .yoast-faq .schema-faq-section:last-child{border-bottom:1px solid var(--linie)}\n#oc-redesign .yoast-faq .schema-faq-question{grid-column:1\/6;display:block;font-size:19px;line-height:1.4;font-weight:600;color:var(--navy)}\n#oc-redesign .yoast-faq .schema-faq-answer{grid-column:7\/13}\n#oc-redesign .yoast-faq a{color:var(--navy);text-decoration:underline;text-underline-offset:4px;text-decoration-thickness:1px}\n#oc-redesign .faq-abschnitt .vor>*+*{margin-top:16px}\n#oc-redesign .faq-abschnitt .vor{margin-top:40px;max-width:760px}\n#oc-redesign .schluss-kapitel h2{font-size:40px;line-height:1.1}\n@media (max-width:760px){#oc-redesign .hero{padding-bottom:72px}\n#oc-redesign .hero .unterzeile{font-size:24px;margin-top:16px}\n#oc-redesign .hero .leitsatz{margin-top:40px;font-size:21px}\n#oc-redesign .aussage.mittel{font-size:26px}\n#oc-redesign blockquote.zitat{font-size:22px}\n#oc-redesign h3{font-size:21px}\n#oc-redesign .kapitel .inhalt{margin-top:32px}\n#oc-redesign .inhalt>h3,#oc-redesign .inhalt>h4{margin-top:40px}\n#oc-redesign .inhalt .spalten2,#oc-redesign .inhalt .spalten3{grid-template-columns:1fr}\n#oc-redesign .hervor{padding-left:16px}\n#oc-redesign .hervor p{font-size:19px}\n#oc-redesign .yoast-faq{margin-top:48px}\n#oc-redesign .yoast-faq .schema-faq-section{display:block;padding:24px 0}\n#oc-redesign .yoast-faq .schema-faq-question{font-size:17px}\n#oc-redesign .yoast-faq .schema-faq-answer{margin-top:10px}\n#oc-redesign .schluss-kapitel h2{font-size:30px}\n#oc-redesign h1.display,#oc-redesign h2,#oc-redesign h3,#oc-redesign .hero .unterzeile{overflow-wrap:break-word;hyphens:auto;-webkit-hyphens:auto}\n#oc-redesign .inhalt p,#oc-redesign .inhalt li,#oc-redesign .hervor p,#oc-redesign blockquote.zitat{overflow-wrap:break-word}\n#oc-redesign .tabelle table{font-size:14px}}\n<\/style>\n<section class=\"navy hero fb\">\n  <div class=\"wrap\">\n    <h1 class=\"display\">Being secure \u2013 <span class=\"duenn\">and able to show it.<\/span><\/h1>\n    <p class=\"leitsatz\"><strong>A real-world B2B example of Jobs to Be Done: the COO of an Australian IT services firm could see his core business eroding, and in cybersecurity he didn\u2019t know what he should be selling. In a Customer Insights Sprint, six buyer interviews were held with IT decision-makers. In three of them, the people responsible for IT said that a board, an auditor or a client had asked them for proof. For them, being able to show something was part of the task \u2013 alongside the technology, where a great deal changed in all six cases.<\/strong><\/p>\n    <p class=\"einstieg\"><p class=\"has-small-font-size\" style=\"color:#666666\"><em>Anonymised for contractual reasons. The primary data, verbatim quotes and results are real.<\/em><\/p><\/p>\n  <\/div>\n<\/section>\n<div class=\"stroemung\" aria-hidden=\"true\"><div class=\"desk\"><svg id=\"anim-d\" class=\"anim\" viewBox=\"0 0 1440 220\" preserveAspectRatio=\"xMidYMid meet\" aria-hidden=\"true\"><style>#anim-d .k-maske{stroke-dasharray:1 1;stroke-dashoffset:0}@media (prefers-reduced-motion: no-preference){#anim-d .i0{animation:anim-d-d 34s linear infinite normal}#anim-d .i1{animation:anim-d-d 44s linear infinite reverse}#anim-d .i2{animation:anim-d-d 54s linear infinite normal}#anim-d .i3{animation:anim-d-d 64s linear infinite reverse}#anim-d .i4{animation:anim-d-d 74s linear infinite normal}#anim-d .i5{animation:anim-d-d 84s linear infinite reverse}@keyframes anim-d-d{from{transform:translateX(0)}to{transform:translateX(-1440px)}}@supports (animation-timeline: view()){#anim-d .k-maske{animation:anim-d-s linear both;animation-timeline:view();animation-range:entry 0% cover 55%}}@supports not (animation-timeline: view()){#anim-d .k-maske{animation:anim-d-s 3.5s ease-out .3s both}}@keyframes anim-d-s{from{stroke-dashoffset:1}to{stroke-dashoffset:0}}#anim-d .k-ring{transform-box:fill-box;transform-origin:center;animation:anim-d-p 3.2s ease-out infinite}@keyframes anim-d-p{0%{transform:scale(1);opacity:.55}100%{transform:scale(2.8);opacity:0}}}#anim-d .k-ring{opacity:0}@media (prefers-reduced-motion: no-preference){#anim-d .k-ring{opacity:1}}<\/style><path class=\"iso i0\" d=\"M0.0,26.4 L24.0,27.2 L48.0,28.1 L72.0,28.9 L96.0,29.7 L120.0,30.4 L144.0,31.1 L168.0,31.8 L192.0,32.3 L216.0,32.9 L240.0,33.3 L264.0,33.7 L288.0,34.0 L312.0,34.2 L336.0,34.4 L360.0,34.4 L384.0,34.4 L408.0,34.2 L432.0,34.0 L456.0,33.7 L480.0,33.3 L504.0,32.9 L528.0,32.3 L552.0,31.8 L576.0,31.1 L600.0,30.4 L624.0,29.7 L648.0,28.9 L672.0,28.1 L696.0,27.2 L720.0,26.4 L744.0,25.6 L768.0,24.7 L792.0,23.9 L816.0,23.1 L840.0,22.4 L864.0,21.7 L888.0,21.0 L912.0,20.5 L936.0,19.9 L960.0,19.5 L984.0,19.1 L1008.0,18.8 L1032.0,18.6 L1056.0,18.4 L1080.0,18.4 L1104.0,18.4 L1128.0,18.6 L1152.0,18.8 L1176.0,19.1 L1200.0,19.5 L1224.0,19.9 L1248.0,20.5 L1272.0,21.0 L1296.0,21.7 L1320.0,22.4 L1344.0,23.1 L1368.0,23.9 L1392.0,24.7 L1416.0,25.6 L1440.0,26.4 L1464.0,27.2 L1488.0,28.1 L1512.0,28.9 L1536.0,29.7 L1560.0,30.4 L1584.0,31.1 L1608.0,31.8 L1632.0,32.3 L1656.0,32.9 L1680.0,33.3 L1704.0,33.7 L1728.0,34.0 L1752.0,34.2 L1776.0,34.4 L1800.0,34.4 L1824.0,34.4 L1848.0,34.2 L1872.0,34.0 L1896.0,33.7 L1920.0,33.3 L1944.0,32.9 L1968.0,32.3 L1992.0,31.8 L2016.0,31.1 L2040.0,30.4 L2064.0,29.7 L2088.0,28.9 L2112.0,28.1 L2136.0,27.2 L2160.0,26.4 L2184.0,25.6 L2208.0,24.7 L2232.0,23.9 L2256.0,23.1 L2280.0,22.4 L2304.0,21.7 L2328.0,21.0 L2352.0,20.5 L2376.0,19.9 L2400.0,19.5 L2424.0,19.1 L2448.0,18.8 L2472.0,18.6 L2496.0,18.4 L2520.0,18.4 L2544.0,18.4 L2568.0,18.6 L2592.0,18.8 L2616.0,19.1 L2640.0,19.5 L2664.0,19.9 L2688.0,20.5 L2712.0,21.0 L2736.0,21.7 L2760.0,22.4 L2784.0,23.1 L2808.0,23.9 L2832.0,24.7 L2856.0,25.6 L2880.0,26.4\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.07\" stroke-width=\"1.1\"\/><path class=\"iso i1\" d=\"M0.0,68.9 L24.0,70.8 L48.0,72.2 L72.0,73.1 L96.0,73.5 L120.0,73.3 L144.0,72.5 L168.0,71.3 L192.0,69.5 L216.0,67.4 L240.0,64.9 L264.0,62.3 L288.0,59.6 L312.0,56.9 L336.0,54.4 L360.0,52.1 L384.0,50.2 L408.0,48.8 L432.0,47.9 L456.0,47.5 L480.0,47.7 L504.0,48.5 L528.0,49.7 L552.0,51.5 L576.0,53.6 L600.0,56.1 L624.0,58.7 L648.0,61.4 L672.0,64.1 L696.0,66.6 L720.0,68.9 L744.0,70.8 L768.0,72.2 L792.0,73.1 L816.0,73.5 L840.0,73.3 L864.0,72.5 L888.0,71.3 L912.0,69.5 L936.0,67.4 L960.0,64.9 L984.0,62.3 L1008.0,59.6 L1032.0,56.9 L1056.0,54.4 L1080.0,52.1 L1104.0,50.2 L1128.0,48.8 L1152.0,47.9 L1176.0,47.5 L1200.0,47.7 L1224.0,48.5 L1248.0,49.7 L1272.0,51.5 L1296.0,53.6 L1320.0,56.1 L1344.0,58.7 L1368.0,61.4 L1392.0,64.1 L1416.0,66.6 L1440.0,68.9 L1464.0,70.8 L1488.0,72.2 L1512.0,73.1 L1536.0,73.5 L1560.0,73.3 L1584.0,72.5 L1608.0,71.3 L1632.0,69.5 L1656.0,67.4 L1680.0,64.9 L1704.0,62.3 L1728.0,59.6 L1752.0,56.9 L1776.0,54.4 L1800.0,52.1 L1824.0,50.2 L1848.0,48.8 L1872.0,47.9 L1896.0,47.5 L1920.0,47.7 L1944.0,48.5 L1968.0,49.7 L1992.0,51.5 L2016.0,53.6 L2040.0,56.1 L2064.0,58.7 L2088.0,61.4 L2112.0,64.1 L2136.0,66.6 L2160.0,68.9 L2184.0,70.8 L2208.0,72.2 L2232.0,73.1 L2256.0,73.5 L2280.0,73.3 L2304.0,72.5 L2328.0,71.3 L2352.0,69.5 L2376.0,67.4 L2400.0,64.9 L2424.0,62.3 L2448.0,59.6 L2472.0,56.9 L2496.0,54.4 L2520.0,52.1 L2544.0,50.2 L2568.0,48.8 L2592.0,47.9 L2616.0,47.5 L2640.0,47.7 L2664.0,48.5 L2688.0,49.7 L2712.0,51.5 L2736.0,53.6 L2760.0,56.1 L2784.0,58.7 L2808.0,61.4 L2832.0,64.1 L2856.0,66.6 L2880.0,68.9\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.10\" stroke-width=\"1.1\"\/><path class=\"iso i2\" d=\"M0.0,112.3 L24.0,112.6 L48.0,112.6 L72.0,112.4 L96.0,112.0 L120.0,111.5 L144.0,110.7 L168.0,109.8 L192.0,108.7 L216.0,107.5 L240.0,106.1 L264.0,104.6 L288.0,103.0 L312.0,101.3 L336.0,99.5 L360.0,97.7 L384.0,95.8 L408.0,93.9 L432.0,92.0 L456.0,90.2 L480.0,88.4 L504.0,86.6 L528.0,85.0 L552.0,83.5 L576.0,82.0 L600.0,80.8 L624.0,79.6 L648.0,78.7 L672.0,77.9 L696.0,77.3 L720.0,76.9 L744.0,76.6 L768.0,76.6 L792.0,76.8 L816.0,77.2 L840.0,77.7 L864.0,78.5 L888.0,79.4 L912.0,80.5 L936.0,81.7 L960.0,83.1 L984.0,84.6 L1008.0,86.2 L1032.0,87.9 L1056.0,89.7 L1080.0,91.5 L1104.0,93.4 L1128.0,95.3 L1152.0,97.2 L1176.0,99.0 L1200.0,100.8 L1224.0,102.6 L1248.0,104.2 L1272.0,105.7 L1296.0,107.2 L1320.0,108.4 L1344.0,109.6 L1368.0,110.5 L1392.0,111.3 L1416.0,111.9 L1440.0,112.3 L1464.0,112.6 L1488.0,112.6 L1512.0,112.4 L1536.0,112.0 L1560.0,111.5 L1584.0,110.7 L1608.0,109.8 L1632.0,108.7 L1656.0,107.5 L1680.0,106.1 L1704.0,104.6 L1728.0,103.0 L1752.0,101.3 L1776.0,99.5 L1800.0,97.7 L1824.0,95.8 L1848.0,93.9 L1872.0,92.0 L1896.0,90.2 L1920.0,88.4 L1944.0,86.6 L1968.0,85.0 L1992.0,83.5 L2016.0,82.0 L2040.0,80.8 L2064.0,79.6 L2088.0,78.7 L2112.0,77.9 L2136.0,77.3 L2160.0,76.9 L2184.0,76.6 L2208.0,76.6 L2232.0,76.8 L2256.0,77.2 L2280.0,77.7 L2304.0,78.5 L2328.0,79.4 L2352.0,80.5 L2376.0,81.7 L2400.0,83.1 L2424.0,84.6 L2448.0,86.2 L2472.0,87.9 L2496.0,89.7 L2520.0,91.5 L2544.0,93.4 L2568.0,95.3 L2592.0,97.2 L2616.0,99.0 L2640.0,100.8 L2664.0,102.6 L2688.0,104.2 L2712.0,105.7 L2736.0,107.2 L2760.0,108.4 L2784.0,109.6 L2808.0,110.5 L2832.0,111.3 L2856.0,111.9 L2880.0,112.3\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.13\" stroke-width=\"1.1\"\/><path class=\"iso i3\" d=\"M0.0,135.6 L24.0,134.6 L48.0,133.4 L72.0,131.9 L96.0,130.3 L120.0,128.7 L144.0,127.0 L168.0,125.4 L192.0,124.0 L216.0,122.7 L240.0,121.7 L264.0,121.1 L288.0,120.7 L312.0,120.7 L336.0,121.1 L360.0,121.8 L384.0,122.8 L408.0,124.0 L432.0,125.5 L456.0,127.1 L480.0,128.7 L504.0,130.4 L528.0,132.0 L552.0,133.4 L576.0,134.7 L600.0,135.7 L624.0,136.3 L648.0,136.7 L672.0,136.7 L696.0,136.3 L720.0,135.6 L744.0,134.6 L768.0,133.4 L792.0,131.9 L816.0,130.3 L840.0,128.7 L864.0,127.0 L888.0,125.4 L912.0,124.0 L936.0,122.7 L960.0,121.7 L984.0,121.1 L1008.0,120.7 L1032.0,120.7 L1056.0,121.1 L1080.0,121.8 L1104.0,122.8 L1128.0,124.0 L1152.0,125.5 L1176.0,127.1 L1200.0,128.7 L1224.0,130.4 L1248.0,132.0 L1272.0,133.4 L1296.0,134.7 L1320.0,135.7 L1344.0,136.3 L1368.0,136.7 L1392.0,136.7 L1416.0,136.3 L1440.0,135.6 L1464.0,134.6 L1488.0,133.4 L1512.0,131.9 L1536.0,130.3 L1560.0,128.7 L1584.0,127.0 L1608.0,125.4 L1632.0,124.0 L1656.0,122.7 L1680.0,121.7 L1704.0,121.1 L1728.0,120.7 L1752.0,120.7 L1776.0,121.1 L1800.0,121.8 L1824.0,122.8 L1848.0,124.0 L1872.0,125.5 L1896.0,127.1 L1920.0,128.7 L1944.0,130.4 L1968.0,132.0 L1992.0,133.4 L2016.0,134.7 L2040.0,135.7 L2064.0,136.3 L2088.0,136.7 L2112.0,136.7 L2136.0,136.3 L2160.0,135.6 L2184.0,134.6 L2208.0,133.4 L2232.0,131.9 L2256.0,130.3 L2280.0,128.7 L2304.0,127.0 L2328.0,125.4 L2352.0,124.0 L2376.0,122.7 L2400.0,121.7 L2424.0,121.1 L2448.0,120.7 L2472.0,120.7 L2496.0,121.1 L2520.0,121.8 L2544.0,122.8 L2568.0,124.0 L2592.0,125.5 L2616.0,127.1 L2640.0,128.7 L2664.0,130.4 L2688.0,132.0 L2712.0,133.4 L2736.0,134.7 L2760.0,135.7 L2784.0,136.3 L2808.0,136.7 L2832.0,136.7 L2856.0,136.3 L2880.0,135.6\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.07\" stroke-width=\"1.1\"\/><path class=\"iso i4\" d=\"M0.0,167.2 L24.0,165.9 L48.0,164.5 L72.0,163.2 L96.0,161.8 L120.0,160.4 L144.0,159.1 L168.0,157.8 L192.0,156.6 L216.0,155.5 L240.0,154.4 L264.0,153.4 L288.0,152.5 L312.0,151.7 L336.0,151.1 L360.0,150.6 L384.0,150.2 L408.0,149.9 L432.0,149.8 L456.0,149.8 L480.0,150.0 L504.0,150.3 L528.0,150.8 L552.0,151.4 L576.0,152.1 L600.0,152.9 L624.0,153.8 L648.0,154.9 L672.0,156.0 L696.0,157.2 L720.0,158.4 L744.0,159.7 L768.0,161.1 L792.0,162.4 L816.0,163.8 L840.0,165.2 L864.0,166.5 L888.0,167.8 L912.0,169.0 L936.0,170.1 L960.0,171.2 L984.0,172.2 L1008.0,173.1 L1032.0,173.9 L1056.0,174.5 L1080.0,175.0 L1104.0,175.4 L1128.0,175.7 L1152.0,175.8 L1176.0,175.8 L1200.0,175.6 L1224.0,175.3 L1248.0,174.8 L1272.0,174.2 L1296.0,173.5 L1320.0,172.7 L1344.0,171.8 L1368.0,170.7 L1392.0,169.6 L1416.0,168.4 L1440.0,167.2 L1464.0,165.9 L1488.0,164.5 L1512.0,163.2 L1536.0,161.8 L1560.0,160.4 L1584.0,159.1 L1608.0,157.8 L1632.0,156.6 L1656.0,155.5 L1680.0,154.4 L1704.0,153.4 L1728.0,152.5 L1752.0,151.7 L1776.0,151.1 L1800.0,150.6 L1824.0,150.2 L1848.0,149.9 L1872.0,149.8 L1896.0,149.8 L1920.0,150.0 L1944.0,150.3 L1968.0,150.8 L1992.0,151.4 L2016.0,152.1 L2040.0,152.9 L2064.0,153.8 L2088.0,154.9 L2112.0,156.0 L2136.0,157.2 L2160.0,158.4 L2184.0,159.7 L2208.0,161.1 L2232.0,162.4 L2256.0,163.8 L2280.0,165.2 L2304.0,166.5 L2328.0,167.8 L2352.0,169.0 L2376.0,170.1 L2400.0,171.2 L2424.0,172.2 L2448.0,173.1 L2472.0,173.9 L2496.0,174.5 L2520.0,175.0 L2544.0,175.4 L2568.0,175.7 L2592.0,175.8 L2616.0,175.8 L2640.0,175.6 L2664.0,175.3 L2688.0,174.8 L2712.0,174.2 L2736.0,173.5 L2760.0,172.7 L2784.0,171.8 L2808.0,170.7 L2832.0,169.6 L2856.0,168.4 L2880.0,167.2\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.10\" stroke-width=\"1.1\"\/><path class=\"iso i5\" d=\"M0.0,190.6 L24.0,187.2 L48.0,184.3 L72.0,181.9 L96.0,180.1 L120.0,179.1 L144.0,178.9 L168.0,179.5 L192.0,180.8 L216.0,182.8 L240.0,185.5 L264.0,188.6 L288.0,192.1 L312.0,195.8 L336.0,199.6 L360.0,203.2 L384.0,206.6 L408.0,209.5 L432.0,211.9 L456.0,213.7 L480.0,214.7 L504.0,214.9 L528.0,214.3 L552.0,213.0 L576.0,211.0 L600.0,208.3 L624.0,205.2 L648.0,201.7 L672.0,198.0 L696.0,194.2 L720.0,190.6 L744.0,187.2 L768.0,184.3 L792.0,181.9 L816.0,180.1 L840.0,179.1 L864.0,178.9 L888.0,179.5 L912.0,180.8 L936.0,182.8 L960.0,185.5 L984.0,188.6 L1008.0,192.1 L1032.0,195.8 L1056.0,199.6 L1080.0,203.2 L1104.0,206.6 L1128.0,209.5 L1152.0,211.9 L1176.0,213.7 L1200.0,214.7 L1224.0,214.9 L1248.0,214.3 L1272.0,213.0 L1296.0,211.0 L1320.0,208.3 L1344.0,205.2 L1368.0,201.7 L1392.0,198.0 L1416.0,194.2 L1440.0,190.6 L1464.0,187.2 L1488.0,184.3 L1512.0,181.9 L1536.0,180.1 L1560.0,179.1 L1584.0,178.9 L1608.0,179.5 L1632.0,180.8 L1656.0,182.8 L1680.0,185.5 L1704.0,188.6 L1728.0,192.1 L1752.0,195.8 L1776.0,199.6 L1800.0,203.2 L1824.0,206.6 L1848.0,209.5 L1872.0,211.9 L1896.0,213.7 L1920.0,214.7 L1944.0,214.9 L1968.0,214.3 L1992.0,213.0 L2016.0,211.0 L2040.0,208.3 L2064.0,205.2 L2088.0,201.7 L2112.0,198.0 L2136.0,194.2 L2160.0,190.6 L2184.0,187.2 L2208.0,184.3 L2232.0,181.9 L2256.0,180.1 L2280.0,179.1 L2304.0,178.9 L2328.0,179.5 L2352.0,180.8 L2376.0,182.8 L2400.0,185.5 L2424.0,188.6 L2448.0,192.1 L2472.0,195.8 L2496.0,199.6 L2520.0,203.2 L2544.0,206.6 L2568.0,209.5 L2592.0,211.9 L2616.0,213.7 L2640.0,214.7 L2664.0,214.9 L2688.0,214.3 L2712.0,213.0 L2736.0,211.0 L2760.0,208.3 L2784.0,205.2 L2808.0,201.7 L2832.0,198.0 L2856.0,194.2 L2880.0,190.6\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.13\" stroke-width=\"1.1\"\/><mask id=\"anim-d-m\" maskUnits=\"userSpaceOnUse\" x=\"0\" y=\"0\" width=\"1440\" height=\"220\"><path class=\"k-maske\" d=\"M 1450 26 C 1037 11 835 202 490 136 S 144 88 65 189\" pathLength=\"1\" fill=\"none\" stroke=\"#fff\" stroke-width=\"14\"\/><\/mask><path d=\"M 1450 26 C 1037 11 835 202 490 136 S 144 88 65 189\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"3.5\" stroke-linecap=\"round\" stroke-dasharray=\"0 12\" mask=\"url(#anim-d-m)\"\/><circle class=\"k-ring\" cx=\"65\" cy=\"189\" r=\"6\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"1.5\"\/><circle cx=\"65\" cy=\"189\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div><div class=\"mob\"><svg id=\"anim-m\" class=\"anim\" viewBox=\"0 0 390 130\" preserveAspectRatio=\"xMidYMid meet\" aria-hidden=\"true\"><style>#anim-m .k-maske{stroke-dasharray:1 1;stroke-dashoffset:0}@media (prefers-reduced-motion: no-preference){#anim-m .i0{animation:anim-m-d 34s linear infinite normal}#anim-m .i1{animation:anim-m-d 44s linear infinite reverse}#anim-m .i2{animation:anim-m-d 54s linear infinite normal}#anim-m .i3{animation:anim-m-d 64s linear infinite reverse}#anim-m .i4{animation:anim-m-d 74s linear infinite normal}#anim-m .i5{animation:anim-m-d 84s linear infinite reverse}@keyframes anim-m-d{from{transform:translateX(0)}to{transform:translateX(-390px)}}@supports (animation-timeline: view()){#anim-m .k-maske{animation:anim-m-s linear both;animation-timeline:view();animation-range:entry 0% cover 55%}}@supports not (animation-timeline: view()){#anim-m .k-maske{animation:anim-m-s 3.5s ease-out .3s both}}@keyframes anim-m-s{from{stroke-dashoffset:1}to{stroke-dashoffset:0}}#anim-m .k-ring{transform-box:fill-box;transform-origin:center;animation:anim-m-p 3.2s ease-out infinite}@keyframes anim-m-p{0%{transform:scale(1);opacity:.55}100%{transform:scale(2.8);opacity:0}}}#anim-m .k-ring{opacity:0}@media (prefers-reduced-motion: no-preference){#anim-m .k-ring{opacity:1}}<\/style><path class=\"iso i0\" d=\"M0.0,15.6 L6.5,16.4 L13.0,17.3 L19.5,18.1 L26.0,18.9 L32.5,19.6 L39.0,20.3 L45.5,21.0 L52.0,21.5 L58.5,22.1 L65.0,22.5 L71.5,22.9 L78.0,23.2 L84.5,23.4 L91.0,23.6 L97.5,23.6 L104.0,23.6 L110.5,23.4 L117.0,23.2 L123.5,22.9 L130.0,22.5 L136.5,22.1 L143.0,21.5 L149.5,21.0 L156.0,20.3 L162.5,19.6 L169.0,18.9 L175.5,18.1 L182.0,17.3 L188.5,16.4 L195.0,15.6 L201.5,14.8 L208.0,13.9 L214.5,13.1 L221.0,12.3 L227.5,11.6 L234.0,10.9 L240.5,10.2 L247.0,9.7 L253.5,9.1 L260.0,8.7 L266.5,8.3 L273.0,8.0 L279.5,7.8 L286.0,7.6 L292.5,7.6 L299.0,7.6 L305.5,7.8 L312.0,8.0 L318.5,8.3 L325.0,8.7 L331.5,9.1 L338.0,9.7 L344.5,10.2 L351.0,10.9 L357.5,11.6 L364.0,12.3 L370.5,13.1 L377.0,13.9 L383.5,14.8 L390.0,15.6 L396.5,16.4 L403.0,17.3 L409.5,18.1 L416.0,18.9 L422.5,19.6 L429.0,20.3 L435.5,21.0 L442.0,21.5 L448.5,22.1 L455.0,22.5 L461.5,22.9 L468.0,23.2 L474.5,23.4 L481.0,23.6 L487.5,23.6 L494.0,23.6 L500.5,23.4 L507.0,23.2 L513.5,22.9 L520.0,22.5 L526.5,22.1 L533.0,21.5 L539.5,21.0 L546.0,20.3 L552.5,19.6 L559.0,18.9 L565.5,18.1 L572.0,17.3 L578.5,16.4 L585.0,15.6 L591.5,14.8 L598.0,13.9 L604.5,13.1 L611.0,12.3 L617.5,11.6 L624.0,10.9 L630.5,10.2 L637.0,9.7 L643.5,9.1 L650.0,8.7 L656.5,8.3 L663.0,8.0 L669.5,7.8 L676.0,7.6 L682.5,7.6 L689.0,7.6 L695.5,7.8 L702.0,8.0 L708.5,8.3 L715.0,8.7 L721.5,9.1 L728.0,9.7 L734.5,10.2 L741.0,10.9 L747.5,11.6 L754.0,12.3 L760.5,13.1 L767.0,13.9 L773.5,14.8 L780.0,15.6\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.07\" stroke-width=\"1.1\"\/><path class=\"iso i1\" d=\"M0.0,44.1 L6.5,46.0 L13.0,47.4 L19.5,48.4 L26.0,48.7 L32.5,48.5 L39.0,47.8 L45.5,46.5 L52.0,44.8 L58.5,42.6 L65.0,40.2 L71.5,37.5 L78.0,34.8 L84.5,32.1 L91.0,29.6 L97.5,27.4 L104.0,25.5 L110.5,24.1 L117.0,23.1 L123.5,22.8 L130.0,23.0 L136.5,23.7 L143.0,25.0 L149.5,26.7 L156.0,28.9 L162.5,31.3 L169.0,34.0 L175.5,36.7 L182.0,39.4 L188.5,41.9 L195.0,44.1 L201.5,46.0 L208.0,47.4 L214.5,48.4 L221.0,48.7 L227.5,48.5 L234.0,47.8 L240.5,46.5 L247.0,44.8 L253.5,42.6 L260.0,40.2 L266.5,37.5 L273.0,34.8 L279.5,32.1 L286.0,29.6 L292.5,27.4 L299.0,25.5 L305.5,24.1 L312.0,23.1 L318.5,22.8 L325.0,23.0 L331.5,23.7 L338.0,25.0 L344.5,26.7 L351.0,28.9 L357.5,31.3 L364.0,34.0 L370.5,36.7 L377.0,39.4 L383.5,41.9 L390.0,44.1 L396.5,46.0 L403.0,47.4 L409.5,48.4 L416.0,48.7 L422.5,48.5 L429.0,47.8 L435.5,46.5 L442.0,44.8 L448.5,42.6 L455.0,40.2 L461.5,37.5 L468.0,34.8 L474.5,32.1 L481.0,29.6 L487.5,27.4 L494.0,25.5 L500.5,24.1 L507.0,23.1 L513.5,22.8 L520.0,23.0 L526.5,23.7 L533.0,25.0 L539.5,26.7 L546.0,28.9 L552.5,31.3 L559.0,34.0 L565.5,36.7 L572.0,39.4 L578.5,41.9 L585.0,44.1 L591.5,46.0 L598.0,47.4 L604.5,48.4 L611.0,48.7 L617.5,48.5 L624.0,47.8 L630.5,46.5 L637.0,44.8 L643.5,42.6 L650.0,40.2 L656.5,37.5 L663.0,34.8 L669.5,32.1 L676.0,29.6 L682.5,27.4 L689.0,25.5 L695.5,24.1 L702.0,23.1 L708.5,22.8 L715.0,23.0 L721.5,23.7 L728.0,25.0 L734.5,26.7 L741.0,28.9 L747.5,31.3 L754.0,34.0 L760.5,36.7 L767.0,39.4 L773.5,41.9 L780.0,44.1\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.10\" stroke-width=\"1.1\"\/><path class=\"iso i2\" d=\"M0.0,73.6 L6.5,73.9 L13.0,73.9 L19.5,73.7 L26.0,73.3 L32.5,72.8 L39.0,72.0 L45.5,71.1 L52.0,70.0 L58.5,68.8 L65.0,67.4 L71.5,65.9 L78.0,64.3 L84.5,62.6 L91.0,60.8 L97.5,59.0 L104.0,57.1 L110.5,55.2 L117.0,53.3 L123.5,51.5 L130.0,49.7 L136.5,47.9 L143.0,46.3 L149.5,44.8 L156.0,43.3 L162.5,42.1 L169.0,40.9 L175.5,40.0 L182.0,39.2 L188.5,38.6 L195.0,38.2 L201.5,37.9 L208.0,37.9 L214.5,38.1 L221.0,38.5 L227.5,39.0 L234.0,39.8 L240.5,40.7 L247.0,41.8 L253.5,43.0 L260.0,44.4 L266.5,45.9 L273.0,47.5 L279.5,49.2 L286.0,51.0 L292.5,52.8 L299.0,54.7 L305.5,56.6 L312.0,58.5 L318.5,60.3 L325.0,62.1 L331.5,63.9 L338.0,65.5 L344.5,67.0 L351.0,68.5 L357.5,69.7 L364.0,70.9 L370.5,71.8 L377.0,72.6 L383.5,73.2 L390.0,73.6 L396.5,73.9 L403.0,73.9 L409.5,73.7 L416.0,73.3 L422.5,72.8 L429.0,72.0 L435.5,71.1 L442.0,70.0 L448.5,68.8 L455.0,67.4 L461.5,65.9 L468.0,64.3 L474.5,62.6 L481.0,60.8 L487.5,59.0 L494.0,57.1 L500.5,55.2 L507.0,53.3 L513.5,51.5 L520.0,49.7 L526.5,47.9 L533.0,46.3 L539.5,44.8 L546.0,43.3 L552.5,42.1 L559.0,40.9 L565.5,40.0 L572.0,39.2 L578.5,38.6 L585.0,38.2 L591.5,37.9 L598.0,37.9 L604.5,38.1 L611.0,38.5 L617.5,39.0 L624.0,39.8 L630.5,40.7 L637.0,41.8 L643.5,43.0 L650.0,44.4 L656.5,45.9 L663.0,47.5 L669.5,49.2 L676.0,51.0 L682.5,52.8 L689.0,54.7 L695.5,56.6 L702.0,58.5 L708.5,60.3 L715.0,62.1 L721.5,63.9 L728.0,65.5 L734.5,67.0 L741.0,68.5 L747.5,69.7 L754.0,70.9 L760.5,71.8 L767.0,72.6 L773.5,73.2 L780.0,73.6\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.13\" stroke-width=\"1.1\"\/><path class=\"iso i3\" d=\"M0.0,83.0 L6.5,82.0 L13.0,80.7 L19.5,79.3 L26.0,77.7 L32.5,76.0 L39.0,74.3 L45.5,72.8 L52.0,71.3 L58.5,70.1 L65.0,69.1 L71.5,68.4 L78.0,68.1 L84.5,68.1 L91.0,68.5 L97.5,69.1 L104.0,70.1 L110.5,71.4 L117.0,72.8 L123.5,74.4 L130.0,76.1 L136.5,77.8 L143.0,79.3 L149.5,80.8 L156.0,82.0 L162.5,83.0 L169.0,83.7 L175.5,84.0 L182.0,84.0 L188.5,83.6 L195.0,83.0 L201.5,82.0 L208.0,80.7 L214.5,79.3 L221.0,77.7 L227.5,76.0 L234.0,74.3 L240.5,72.8 L247.0,71.3 L253.5,70.1 L260.0,69.1 L266.5,68.4 L273.0,68.1 L279.5,68.1 L286.0,68.5 L292.5,69.1 L299.0,70.1 L305.5,71.4 L312.0,72.8 L318.5,74.4 L325.0,76.1 L331.5,77.8 L338.0,79.3 L344.5,80.8 L351.0,82.0 L357.5,83.0 L364.0,83.7 L370.5,84.0 L377.0,84.0 L383.5,83.6 L390.0,83.0 L396.5,82.0 L403.0,80.7 L409.5,79.3 L416.0,77.7 L422.5,76.0 L429.0,74.3 L435.5,72.8 L442.0,71.3 L448.5,70.1 L455.0,69.1 L461.5,68.4 L468.0,68.1 L474.5,68.1 L481.0,68.5 L487.5,69.1 L494.0,70.1 L500.5,71.4 L507.0,72.8 L513.5,74.4 L520.0,76.1 L526.5,77.8 L533.0,79.3 L539.5,80.8 L546.0,82.0 L552.5,83.0 L559.0,83.7 L565.5,84.0 L572.0,84.0 L578.5,83.6 L585.0,83.0 L591.5,82.0 L598.0,80.7 L604.5,79.3 L611.0,77.7 L617.5,76.0 L624.0,74.3 L630.5,72.8 L637.0,71.3 L643.5,70.1 L650.0,69.1 L656.5,68.4 L663.0,68.1 L669.5,68.1 L676.0,68.5 L682.5,69.1 L689.0,70.1 L695.5,71.4 L702.0,72.8 L708.5,74.4 L715.0,76.1 L721.5,77.8 L728.0,79.3 L734.5,80.8 L741.0,82.0 L747.5,83.0 L754.0,83.7 L760.5,84.0 L767.0,84.0 L773.5,83.6 L780.0,83.0\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.07\" stroke-width=\"1.1\"\/><path class=\"iso i4\" d=\"M0.0,100.6 L6.5,99.3 L13.0,97.9 L19.5,96.6 L26.0,95.2 L32.5,93.8 L39.0,92.5 L45.5,91.2 L52.0,90.0 L58.5,88.9 L65.0,87.8 L71.5,86.8 L78.0,85.9 L84.5,85.1 L91.0,84.5 L97.5,84.0 L104.0,83.6 L110.5,83.3 L117.0,83.2 L123.5,83.2 L130.0,83.4 L136.5,83.7 L143.0,84.2 L149.5,84.8 L156.0,85.5 L162.5,86.3 L169.0,87.2 L175.5,88.3 L182.0,89.4 L188.5,90.6 L195.0,91.8 L201.5,93.1 L208.0,94.5 L214.5,95.8 L221.0,97.2 L227.5,98.6 L234.0,99.9 L240.5,101.2 L247.0,102.4 L253.5,103.5 L260.0,104.6 L266.5,105.6 L273.0,106.5 L279.5,107.3 L286.0,107.9 L292.5,108.4 L299.0,108.8 L305.5,109.1 L312.0,109.2 L318.5,109.2 L325.0,109.0 L331.5,108.7 L338.0,108.2 L344.5,107.6 L351.0,106.9 L357.5,106.1 L364.0,105.2 L370.5,104.1 L377.0,103.0 L383.5,101.8 L390.0,100.6 L396.5,99.3 L403.0,97.9 L409.5,96.6 L416.0,95.2 L422.5,93.8 L429.0,92.5 L435.5,91.2 L442.0,90.0 L448.5,88.9 L455.0,87.8 L461.5,86.8 L468.0,85.9 L474.5,85.1 L481.0,84.5 L487.5,84.0 L494.0,83.6 L500.5,83.3 L507.0,83.2 L513.5,83.2 L520.0,83.4 L526.5,83.7 L533.0,84.2 L539.5,84.8 L546.0,85.5 L552.5,86.3 L559.0,87.2 L565.5,88.3 L572.0,89.4 L578.5,90.6 L585.0,91.8 L591.5,93.1 L598.0,94.5 L604.5,95.8 L611.0,97.2 L617.5,98.6 L624.0,99.9 L630.5,101.2 L637.0,102.4 L643.5,103.5 L650.0,104.6 L656.5,105.6 L663.0,106.5 L669.5,107.3 L676.0,107.9 L682.5,108.4 L689.0,108.8 L695.5,109.1 L702.0,109.2 L708.5,109.2 L715.0,109.0 L721.5,108.7 L728.0,108.2 L734.5,107.6 L741.0,106.9 L747.5,106.1 L754.0,105.2 L760.5,104.1 L767.0,103.0 L773.5,101.8 L780.0,100.6\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.10\" stroke-width=\"1.1\"\/><path class=\"iso i5\" d=\"M0.0,110.0 L6.5,106.7 L13.0,103.7 L19.5,101.3 L26.0,99.6 L32.5,98.6 L39.0,98.4 L45.5,98.9 L52.0,100.2 L58.5,102.3 L65.0,104.9 L71.5,108.0 L78.0,111.6 L84.5,115.3 L91.0,119.0 L97.5,122.7 L104.0,126.0 L110.5,129.0 L117.0,131.4 L123.5,133.1 L130.0,134.1 L136.5,134.3 L143.0,133.8 L149.5,132.5 L156.0,130.4 L162.5,127.8 L169.0,124.7 L175.5,121.1 L182.0,117.4 L188.5,113.7 L195.0,110.0 L201.5,106.7 L208.0,103.7 L214.5,101.3 L221.0,99.6 L227.5,98.6 L234.0,98.4 L240.5,98.9 L247.0,100.2 L253.5,102.3 L260.0,104.9 L266.5,108.0 L273.0,111.6 L279.5,115.3 L286.0,119.0 L292.5,122.7 L299.0,126.0 L305.5,129.0 L312.0,131.4 L318.5,133.1 L325.0,134.1 L331.5,134.3 L338.0,133.8 L344.5,132.5 L351.0,130.4 L357.5,127.8 L364.0,124.7 L370.5,121.1 L377.0,117.4 L383.5,113.7 L390.0,110.0 L396.5,106.7 L403.0,103.7 L409.5,101.3 L416.0,99.6 L422.5,98.6 L429.0,98.4 L435.5,98.9 L442.0,100.2 L448.5,102.3 L455.0,104.9 L461.5,108.0 L468.0,111.6 L474.5,115.3 L481.0,119.0 L487.5,122.7 L494.0,126.0 L500.5,129.0 L507.0,131.4 L513.5,133.1 L520.0,134.1 L526.5,134.3 L533.0,133.8 L539.5,132.5 L546.0,130.4 L552.5,127.8 L559.0,124.7 L565.5,121.1 L572.0,117.4 L578.5,113.7 L585.0,110.0 L591.5,106.7 L598.0,103.7 L604.5,101.3 L611.0,99.6 L617.5,98.6 L624.0,98.4 L630.5,98.9 L637.0,100.2 L643.5,102.3 L650.0,104.9 L656.5,108.0 L663.0,111.6 L669.5,115.3 L676.0,119.0 L682.5,122.7 L689.0,126.0 L695.5,129.0 L702.0,131.4 L708.5,133.1 L715.0,134.1 L721.5,134.3 L728.0,133.8 L734.5,132.5 L741.0,130.4 L747.5,127.8 L754.0,124.7 L760.5,121.1 L767.0,117.4 L773.5,113.7 L780.0,110.0\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.13\" stroke-width=\"1.1\"\/><mask id=\"anim-m-m\" maskUnits=\"userSpaceOnUse\" x=\"0\" y=\"0\" width=\"390\" height=\"130\"><path class=\"k-maske\" d=\"M 400 16 C 281 6 226 120 133 81 S 39 52 40 112\" pathLength=\"1\" fill=\"none\" stroke=\"#fff\" stroke-width=\"14\"\/><\/mask><path d=\"M 400 16 C 281 6 226 120 133 81 S 39 52 40 112\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"3.5\" stroke-linecap=\"round\" stroke-dasharray=\"0 12\" mask=\"url(#anim-m-m)\"\/><circle class=\"k-ring\" cx=\"40\" cy=\"112\" r=\"6\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"1.5\"\/><circle cx=\"40\" cy=\"112\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div><\/div>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">01<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-core-business-eroding\">He could see his core business eroding. What should he be selling instead?<\/h2>\n<p class=\"body\">An established IT services firm in Australia with around 60 employees was facing a strategic decision. The company \u2013 in business for more than 20 years, a Gold partner of a major software ecosystem and a Platinum partner of a major telecommunications provider \u2013 had made a name for itself as a managed service provider for mid-sized businesses.<\/p>\n<p class=\"body\">But clients were moving to the cloud, and a major vendor had begun offering to manage clients\u2019 computers directly. The helpdesk would shrink. The firm hadn\u2019t lost any clients yet, but the COO could see it coming. Award-winning competitors were moving into AI or the Internet of Things. Cybersecurity, a market full of solutions, was the hardest of all for him: <em>\u2018I don\u2019t know what I should be selling.\u2019<\/em><\/p>\n<blockquote class=\"zitat\"><p>\u2018So what should we be doing because I see this is eroding. What should we be doing?\u2019<\/p>\n<cite>The COO of the IT services firm on his core business<\/cite><\/blockquote>\n<p class=\"body\">He knew Jobs to Be Done from Bob Moesta\u2019s and Tony Ulwick\u2019s courses. What he hadn\u2019t yet done was apply it to his own market. Then he wrote to Oberwasser Consulting: he was familiar with JTBD, he said, and wanted help with the interviews and with distilling the results, so that he could pin down solid jobs for his services. He wanted to understand why clients really hired his firm, and to turn that into new packages and add-on products of his own: <em>\u2018That will be my IP.\u2019<\/em><\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">02<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-what-was-at-stake-not-just-a-market-but-an-identity\">What was at stake \u2013 not just a market, but an identity<\/h2>\n<p class=\"body\">Australia\u2019s cybersecurity market is growing by 10\u201314% a year. Suddenly every IT provider is putting \u2018security\u2019 on its website. Without a point of difference, providers risk becoming interchangeable.<\/p>\n<p class=\"body\">The risk was not only financial. For 20 years, the firm had worked mainly on its clients\u2019 IT infrastructure. Now the COO suspected that its existing skills were no longer relevant. By his own account, he understood only <em>\u2018at a high level\u2019<\/em> why clients hired the firm for applications.<\/p>\n<p class=\"body\">The alternative: investing in a market entry that misses how the target group actually buys. Or worse \u2013 slowly becoming irrelevant while telling yourself that knowing is enough.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">03<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-not-three-modules-one-partnership-with-one-person\">Not three modules. One partnership with one person.<\/h2>\n<p class=\"body\">The COO got in touch at the end of September 2021, and work began a week later. He didn\u2019t cautiously book a single workshop. He booked the full programme: the sprint, the training and six months of support.<\/p>\n<h3 id=\"h-6-intensive-weeks-sprint-and-training-in-parallel\">October to November 2021: 6 weeks of sprint and training in parallel<\/h3>\n<p class=\"body\">The <a href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Customer Insights Sprint<\/a> and the <a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Mastering JTBD training<\/a> ran at the same time. That was by design, not by chance: holding real buyer interviews during the day while learning to put the results to strategic use. Over the six-week sprint and the six months of support, Peter Rochel thought things through, made decisions and shared responsibility with the client.<\/p>\n<ul class=\"liste\">\n<li><strong>6 in-depth interviews<\/strong> with IT decision-makers at mid-sized Australian businesses and not-for-profit organisations<\/li>\n<li><strong>226 atomic evidence cards<\/strong> \u2013 each one documents a specific moment, force or outcome with verbatim quotes<\/li>\n<li><strong>Bottom-up segmentation:<\/strong> two buyer segments \u2013 the IT professional with expertise but no budget, and the non-technical buyer with responsibility but no way of judging what \u2018good\u2019 looks like.<\/li>\n<\/ul>\n<h3 id=\"h-6-months-of-implementation-support-evidence-to-impact\">December 2021 to May 2022: 6 months of implementation support (Evidence to Impact)<\/h3>\n<p class=\"body\">We then helped turn the insights into real business decisions: product development, positioning, sales process, communication strategy. Not \u2018here are your results, good luck\u2019 \u2013 but \u2018we\u2019ll stay until the decisions have been made and put into practice\u2019.<\/p>\n<div class=\"spalten2\"><div><figure class=\"bild\"><a href=\"#kt-cyber-form\"><img data-dominant-color=\"5c6063\" data-has-transparency=\"true\" style=\"--dominant-color: #5c6063;\" decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/Case-Study-Cybersecurity-2026-10-Preview-EN-v29.webp\" alt=\"Case study preview: JTBD B2B cybersecurity \u2013 Being secure and able to show it\" class=\"wp-image-11661 size-full has-transparency\"\/><\/a><\/figure><\/div><div><p class=\"body\">The case study as a PDF (7 pages): background, project, two buyer types and the key insight. <a href=\"#kt-cyber-form\"><strong>Download it free<\/strong><\/a> \u2013 no sign-up needed, link at the end of this page.<\/p><\/div><\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">04<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-what-the-buyer-interviews-showed\">What the buyer interviews showed<\/h2>\n<h3 id=\"h-1-part-of-the-task-was-being-able-to-show-it\">1. Part of the task was being able to show it<\/h3>\n<blockquote class=\"zitat\"><p>\u2018They loved it.\u2019<\/p>\n<cite>Head of IT at a professional body, on his board\u2019s reaction to the security reports he had put together<\/cite><\/blockquote>\n<p class=\"body\">In three of six buyer interviews, the people responsible for IT described similar pressure: <strong>a board, an auditor or a client asked for proof.<\/strong> One head of IT used the reports from his monitoring service and his own systems to answer that request. A great deal changed on the technical side, too. What the industry talked about: technology and features. What three of the six also needed: something to show the board, auditors and clients. In the other three interviews, this pressure was mentioned only in passing, if at all.<\/p>\n<blockquote class=\"zitat\"><p>\u2018What we find in the market is cyber security. Okay, I\u2019ll give you email protection, I\u2019ll give you this, I\u2019ll give you that. We\u2019re only talking about the tools, that\u2019s a functionality and not even understanding what they want.\u2019<\/p>\n<cite>The COO of the IT services firm on the industry<\/cite><\/blockquote>\n<h3 id=\"h-2-what-an-incident-can-set-off\">2. What an incident can set off<\/h3>\n<blockquote class=\"zitat\"><p>\u2018It was a blessing and a curse that we had that incident.\u2019<\/p>\n<cite>Head of IT at a professional body<\/cite><\/blockquote>\n<p class=\"body\">Security incidents came up in several interviews. One head of IT said that after the incident he found it fairly easy to get approval to spend money on protection. Where there had not yet been an incident, he said, you could only hope that the decision-makers understood what was at stake anyway. Another person responsible for IT built up his incident response plan with his team, one incident at a time.<\/p>\n<h3 id=\"h-3-outsourcing-security-leadership\">3. Outsourcing security leadership<\/h3>\n<blockquote class=\"zitat\"><p>\u2018He\u2019s almost like an employee now. He\u2019s got that much [\u2026] knowledge about how we operate [\u2026].\u2019<\/p><\/blockquote>\n<p class=\"body\">One head of IT described his outsourced security lead (CISO-as-a-Service) as \u2018almost like an employee\u2019, because he knew their processes so well.<\/p>\n<h3 id=\"h-4-two-buyer-types\">4. Two buyer types<\/h3>\n<p class=\"body\"><strong>Segment 1 \u2013 The IT professional who carries responsibility:<\/strong> has the expertise, but no budget. Has to sell cybersecurity internally as if on \u2018Shark Tank\u2019. Needs a case to put to the board.<\/p>\n<blockquote class=\"zitat\"><p>\u2018It\u2019s like looking after a child [\u2026]. If you don\u2019t do it and they get run over by a car, then there\u2019s problems.\u2019<\/p>\n<cite>Head of IT at a group of companies<\/cite><\/blockquote>\n<p class=\"body\"><strong>Segment 2 \u2013 The non-technical security buyer:<\/strong> carries the responsibility, but can\u2019t judge what \u2018good\u2019 looks like. Lives with constant unease \u2013 until an incident exposes how vulnerable they are.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">05<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-the-transformation-strategic-and-personal\">The transformation \u2013 strategic and personal<\/h2>\n<p class=\"body\"><strong>Before:<\/strong> cybersecurity as a technical add-on. No primary data. The role of a managed service provider looking after networks and computers.<\/p>\n<p class=\"body\"><strong>After:<\/strong> a separate cybersecurity unit with its own brand. Its own primary data: two segments, each with a distinct buying logic. A new identity as a \u2018Technology Success Partner\u2019.<\/p>\n<blockquote class=\"zitat\"><p>\u2018It\u2019s a huge difference between selling and letting buy. I want to let them buy instead of trying to sell something. [\u2026] And I have learned that staff also don\u2019t like having to sell something. They love to let buy.\u2019<\/p>\n<cite>The COO on the turning point<\/cite><\/blockquote>\n<p class=\"body\">The transformation was not only strategic. It was personal. Looking back, the COO said: <em>\u2018I\u2019ve been in this business 20 years and [\u2026] if I haven\u2019t thought about emotional jobs and social jobs then for me it\u2019s like what am I stupid?\u2019<\/em><\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">06<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-what-became-of-one-it-services-firm\">What became of one IT services firm<\/h2>\n<p class=\"body\">In November 2021, after 6 weeks, the primary data was in. In May 2022, at the end of the six months of support, the new strategy was in place and being put into practice. Today, a few years on, what was a single IT services firm has become an international group with three business lines: the original IT services firm, a separate cybersecurity unit as a sister company, and an AI consultancy founded in 2024. The company has staff in five countries \u2013 Australia, the Philippines, the USA, the UK and India \u2013 and has repositioned itself from managed service provider to \u2018Technology Success Partner\u2019.<\/p>\n<blockquote class=\"zitat\"><p>\u2018Since we spoke in [\u2026] December or something, I\u2019ve probably hired eight people.\u2019<\/p>\n<cite>The COO on growth<\/cite><\/blockquote>\n<p class=\"body\">The market is growing at a double-digit rate. In 2024, an AI consultancy was added as a unit of its own.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">07<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-why-it-worked-insight-capability-impact\">How the building blocks fitted together: insight, capability, impact<\/h2>\n<p class=\"body\">Most consulting projects end at slide 47 of a presentation. This one didn\u2019t.<\/p>\n<p class=\"body\">What mattered was not that three building blocks were booked, but how they worked together: sprint and training in parallel over 6 weeks. The COO didn\u2019t just analyse data \u2013 he learned to use it strategically at the same time.<\/p>\n<blockquote class=\"zitat\"><p>\u2018Watching is one, and then when I\u2019m doing it with an exercise, it\u2019s different. [\u2026] they probably didn\u2019t go through as much as the nuances [\u2026].\u2019<\/p>\n<cite>The COO on the difference from earlier training courses<\/cite><\/blockquote>\n<p class=\"body\">The six months of Evidence-to-Impact support made sure that insights turned into real business decisions.<\/p>\n<blockquote class=\"zitat\"><p>\u2018I realize that now only because when I change myself in my thinking about something, about project management, it\u2019s not going to just sit in the project management that I\u2019m doing for this software. But if I\u2019m doing a telephony, it\u2019ll be the same thinking that will go through there as well.\u2019<\/p>\n<cite>The COO on the lasting effect<\/cite><\/blockquote>\n<h3 id=\"h-what-you-can-take-from-this-case\">What you can take from this case<\/h3>\n<ol class=\"liste\">\n<li><strong>Theory isn\u2019t enough.<\/strong> If you are entering a new market, you need primary data from that market. Without it, every decision is guesswork.<\/li>\n<li><strong>Ask what else your buyers have to get done alongside your service.<\/strong> In three of six buyer interviews, for the people responsible for IT, part of it was being able to show something to a board, an auditor or a client. You can check this with one interview: the <a href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">Buying-Reason Finding<\/a>.<\/li>\n<li><strong>Buyers are not all alike.<\/strong> Two segments that buy the same product can have fundamentally different motivations.<\/li>\n<li><strong>The biggest competitor is doing nothing.<\/strong> If you help buyers win budget internally, you win.<\/li>\n<li><strong>Insight without implementation is worthless.<\/strong> Real impact only comes when insight, capability and implementation work together as a system.<\/li>\n<\/ol>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">08<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-download-the-full-case-study-as-a-pdf\">Download the full case study as a PDF<\/h2>\n<p class=\"body\">The case study in 7 pages: background, project, two buyer types and the key insight \u2013 structured, quotable and ready to pass on to your team.<\/p>\n<div class=\"fremd\">\n\n\n\n<div id=\"kt-cyber-form\" class=\"oc-kt-form\" style=\"background:#F4F6F8;border:1px solid #DEE2E8;border-radius:12px;padding:28px 24px;max-width:640px;margin:24px auto;\">\n    <img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/Case-Study-Cybersecurity-2026-10-Preview-EN-v29.webp\" alt=\"Case study preview: JTBD B2B cybersecurity \u2013 Being secure and able to show it\" style=\"width:100%;border-radius:8px;margin-bottom:16px;\" \/>\n    <a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/oc_case_study_b2b_cybersecurity_EN.pdf\" target=\"_blank\" rel=\"noopener\" style=\"display:block;width:100%;padding:14px 24px;background:#2E5CDB;color:#fff;border:none;border-radius:50px;font-size:1rem;font-weight:700;text-align:center;text-decoration:none;cursor:pointer;transition:background 0.2s;\" onmouseover=\"this.style.background='#1E4ABB'\" onmouseout=\"this.style.background='#2E5CDB'\">Download the case study (PDF)<\/a>\n    <p style=\"font-size:0.75rem;color:#A0AEC0;margin-top:8px;text-align:center;\">Free. No sign-up needed. 7 pages, in English.<\/p>\n  <\/div>\n\n\n\n<\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt faq-abschnitt fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-frequently-asked-questions\">Frequently asked questions<\/h2><\/div>\n    <div class=\"yoast-faq\">\n\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-cs-01\"><strong class=\"schema-faq-question\">How long does a JTBD project like this take?<\/strong> <p class=\"schema-faq-answer\">In this case, work began in early October 2021, a week after the first enquiry. The Customer Insights Sprint and the Mastering JTBD training ran in parallel for 6 weeks, until November 2021. This was followed by 6 months of Evidence-to-Impact support, until May 2022. Within 6 weeks, the primary data and the first strategic insights were in.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-cs-02\"><strong class=\"schema-faq-question\">Does JTBD work for my industry too?<\/strong> <p class=\"schema-faq-answer\">Jobs to Be Done works in any industry \u2013 the method looks at buying decisions, not industries. Peter Rochel has used JTBD in more than 700 projects since 2006, from yoga mats and bicycle retail to B2B cybersecurity. What matters is not the industry but whether you are facing a decision about a product, your strategy or your positioning.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-cs-03\"><strong class=\"schema-faq-question\">I already know JTBD \u2013 do I still need outside help?<\/strong> <p class=\"schema-faq-answer\">The COO in this case study had learned from Ulwick and Moesta. Even so, he had no data from his own market. The difference: theory explains what JTBD is. Interviews with your buyers show you how to use it to make decisions for your business. You can learn the method itself in the <a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Mastering JTBD training<\/a>. The <a href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">Buying-Reason Finding<\/a> starts with one real buyer in an interview.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-cs-04\"><strong class=\"schema-faq-question\">What if the insights tell us nothing new?<\/strong> <p class=\"schema-faq-answer\">JTBD in-depth interviews reconstruct real buying decisions. That often brings to light what you can\u2019t see from the inside. And if an interview confirms your assumptions, that is a result too: you then know rather than assume. In this case, in three of six buyer interviews, the people responsible for IT said that a board, an auditor or a client had asked them for proof. For them, being able to show something was part of the task, alongside the technology, where a great deal changed in all six cases.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-cs-05\"><strong class=\"schema-faq-question\">How many interviews do you need for robust results?<\/strong> <p class=\"schema-faq-answer\">In this project, 6 structured in-depth interviews were enough to identify two clearly distinct buyer segments. In general, robust patterns emerge after 6\u201312 interviews. What matters is the depth of each interview (60\u201390 minutes), not the number.<\/p> <\/div> <\/div>\n\n\n\n\n    <\/div>\n<div class=\"vor inhalt\">\n<h3 id=\"h-learn-the-method-hear-your-buyers\">You can learn the method on a course. You hear your buyers in an interview.<\/h3>\n<p class=\"body\">Here it was cybersecurity. For you, it might be AI, sustainability or platform strategy: a market where you are technically strong but don\u2019t know why buyers choose you \u2013 or go elsewhere. <strong>Do you know what else your buyers have to get done alongside your service?<\/strong><\/p>\n<p class=\"body\">The Buying-Reason Finding: a real buyer, interviewed and checked against your assumptions. In this case, the sprint involved six interviews. For you, it starts with a list of what you believe today \u2013 and one interview.<\/p>\n<p class=\"cta\"><a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">View the Buying-Reason Finding<\/a><\/p>\n<p class=\"body\">Need to know how your customers buy across the board, as in this case? Then the <a href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Customer Insights Sprint<\/a> is the direct route. Prefer to find out more first? <a href=\"https:\/\/oberwasser-consulting.de\/en\/category\/blog\/podcast-innovateupgrade\/\">Podcast with real cases (many episodes in German)<\/a><\/p>\n<h3>More JTBD case studies<\/h3>\n<ul class=\"liste\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">Mantrafant: five times the sales from the right first sentence<\/a><\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-case-study-e-bike-kaufentscheidung\/\">E-bike: one product, eight buyers, eight different reasons (in German)<\/a><\/li>\n<\/ul>\n<\/div>\n  <\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Being secure \u2013 and able to show it. A real-world B2B example of Jobs to Be Done: the COO of an Australian IT services firm could see his core business eroding, and in cybersecurity he didn\u2019t know what he should be selling. In a Customer Insights Sprint, six buyer interviews were held with IT decision-makers. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11647,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"B2B Jobs to Be Done Case Study: Cybersecurity Buyers","_yoast_wpseo_metadesc":"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-title":"","_yoast_wpseo_twitter-description":"","footnotes":""},"class_list":["post-11648","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 v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B Jobs to Be Done Case Study: Cybersecurity Buyers<\/title>\n<meta name=\"description\" content=\"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.\" \/>\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\/jtbd-case-study-b2b-cybersecurity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B JTBD Case Study: Being secure \u2013 and able to show it\" \/>\n<meta property=\"og:description\" content=\"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\" \/>\n<meta property=\"og:site_name\" content=\"Oberwasser Consulting\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-10T14:29:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_sydney-harbour-bridge_v2_3-1.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"2400\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\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\\\/jtbd-case-study-b2b-cybersecurity\\\/\",\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/\",\"name\":\"B2B Jobs to Be Done Case Study: Cybersecurity Buyers\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/oberwasser-consulting.de\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/OC_2026_sydney-harbour-bridge_v2_3-1.webp\",\"datePublished\":\"2026-10-10T13:55:24+00:00\",\"dateModified\":\"2026-10-10T14:29:59+00:00\",\"description\":\"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#breadcrumb\"},\"mainEntity\":[{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-01\"},{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-02\"},{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-03\"},{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-04\"},{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-05\"}],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#primaryimage\",\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/OC_2026_sydney-harbour-bridge_v2_3-1.webp\",\"contentUrl\":\"https:\\\/\\\/oberwasser-consulting.de\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/OC_2026_sydney-harbour-bridge_v2_3-1.webp\",\"width\":2400,\"height\":800,\"caption\":\"Sydney Harbour Bridge in blauer Stunde \u2013 Standort der OC B2B Cybersecurity Case Study\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/get-ready-for-the-vuca-world\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"B2B JTBD Case Study: Being secure \u2013 and able to show it\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/\",\"name\":\"Oberwasser Consulting\",\"description\":\"Navigating Complexity. Evidence to Impact.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-01\",\"position\":1,\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-01\",\"name\":\"How long does a JTBD project like this take?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"In this case, work began in early October 2021, a week after the first enquiry. The Customer Insights Sprint and the Mastering JTBD training ran in parallel for 6 weeks, until November 2021. This was followed by 6 months of Evidence-to-Impact support, until May 2022. Within 6 weeks, the primary data and the first strategic insights were in.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-02\",\"position\":2,\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-02\",\"name\":\"Does JTBD work for my industry too?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Jobs to Be Done works in any industry \u2013 the method looks at buying decisions, not industries. Peter Rochel has used JTBD in more than 700 projects since 2006, from yoga mats and bicycle retail to B2B cybersecurity. What matters is not the industry but whether you are facing a decision about a product, your strategy or your positioning.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-03\",\"position\":3,\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-03\",\"name\":\"I already know JTBD \u2013 do I still need outside help?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"The COO in this case study had learned from Ulwick and Moesta. Even so, he had no data from his own market. The difference: theory explains what JTBD is. Interviews with your buyers show you how to use it to make decisions for your business. You can learn the method itself in the <a href=\\\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/mastering-jtbd\\\/\\\">Mastering JTBD training<\\\/a>. The <a href=\\\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/buying-reason-finding\\\/\\\">Buying-Reason Finding<\\\/a> starts with one real buyer in an interview.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-04\",\"position\":4,\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-04\",\"name\":\"What if the insights tell us nothing new?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"JTBD in-depth interviews reconstruct real buying decisions. That often brings to light what you can\u2019t see from the inside. And if an interview confirms your assumptions, that is a result too: you then know rather than assume. In this case, in three of six buyer interviews, the people responsible for IT said that a board, an auditor or a client had asked them for proof. For them, being able to show something was part of the task, alongside the technology, where a great deal changed in all six cases.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-05\",\"position\":5,\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-b2b-cybersecurity\\\/#faq-cs-05\",\"name\":\"How many interviews do you need for robust results?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"In this project, 6 structured in-depth interviews were enough to identify two clearly distinct buyer segments. In general, robust patterns emerge after 6\u201312 interviews. What matters is the depth of each interview (60\u201390 minutes), not the number.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"B2B Jobs to Be Done Case Study: Cybersecurity Buyers","description":"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/","og_locale":"en_US","og_type":"article","og_title":"B2B JTBD Case Study: Being secure \u2013 and able to show it","og_description":"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.","og_url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/","og_site_name":"Oberwasser Consulting","article_modified_time":"2026-10-10T14:29:59+00:00","og_image":[{"width":2400,"height":800,"url":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_sydney-harbour-bridge_v2_3-1.webp","type":"image\/webp"}],"twitter_card":"summary_large_image","twitter_site":"@peterrochel","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["WebPage","FAQPage"],"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/","url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/","name":"B2B Jobs to Be Done Case Study: Cybersecurity Buyers","isPartOf":{"@id":"https:\/\/oberwasser-consulting.de\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#primaryimage"},"image":{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#primaryimage"},"thumbnailUrl":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_sydney-harbour-bridge_v2_3-1.webp","datePublished":"2026-10-10T13:55:24+00:00","dateModified":"2026-10-10T14:29:59+00:00","description":"A B2B Jobs to Be Done example: in 3 of 6 buyer interviews, a board, auditor or client asked the people responsible for IT for proof.","breadcrumb":{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#breadcrumb"},"mainEntity":[{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-01"},{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-02"},{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-03"},{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-04"},{"@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-05"}],"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#primaryimage","url":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_sydney-harbour-bridge_v2_3-1.webp","contentUrl":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_sydney-harbour-bridge_v2_3-1.webp","width":2400,"height":800,"caption":"Sydney Harbour Bridge in blauer Stunde \u2013 Standort der OC B2B Cybersecurity Case Study"},{"@type":"BreadcrumbList","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Startseite","item":"https:\/\/oberwasser-consulting.de\/en\/get-ready-for-the-vuca-world\/"},{"@type":"ListItem","position":2,"name":"B2B JTBD Case Study: Being secure \u2013 and able to show it"}]},{"@type":"WebSite","@id":"https:\/\/oberwasser-consulting.de\/en\/#website","url":"https:\/\/oberwasser-consulting.de\/en\/","name":"Oberwasser Consulting","description":"Navigating Complexity. Evidence to Impact.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/oberwasser-consulting.de\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-01","position":1,"url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-01","name":"How long does a JTBD project like this take?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"In this case, work began in early October 2021, a week after the first enquiry. The Customer Insights Sprint and the Mastering JTBD training ran in parallel for 6 weeks, until November 2021. This was followed by 6 months of Evidence-to-Impact support, until May 2022. Within 6 weeks, the primary data and the first strategic insights were in.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-02","position":2,"url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-02","name":"Does JTBD work for my industry too?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Jobs to Be Done works in any industry \u2013 the method looks at buying decisions, not industries. Peter Rochel has used JTBD in more than 700 projects since 2006, from yoga mats and bicycle retail to B2B cybersecurity. What matters is not the industry but whether you are facing a decision about a product, your strategy or your positioning.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-03","position":3,"url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-03","name":"I already know JTBD \u2013 do I still need outside help?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The COO in this case study had learned from Ulwick and Moesta. Even so, he had no data from his own market. The difference: theory explains what JTBD is. Interviews with your buyers show you how to use it to make decisions for your business. You can learn the method itself in the <a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Mastering JTBD training<\/a>. The <a href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">Buying-Reason Finding<\/a> starts with one real buyer in an interview.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-04","position":4,"url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-04","name":"What if the insights tell us nothing new?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"JTBD in-depth interviews reconstruct real buying decisions. That often brings to light what you can\u2019t see from the inside. And if an interview confirms your assumptions, that is a result too: you then know rather than assume. In this case, in three of six buyer interviews, the people responsible for IT said that a board, an auditor or a client had asked them for proof. For them, being able to show something was part of the task, alongside the technology, where a great deal changed in all six cases.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-05","position":5,"url":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/#faq-cs-05","name":"How many interviews do you need for robust results?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"In this project, 6 structured in-depth interviews were enough to identify two clearly distinct buyer segments. In general, robust patterns emerge after 6\u201312 interviews. What matters is the depth of each interview (60\u201390 minutes), not the number.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages\/11648","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/comments?post=11648"}],"version-history":[{"count":3,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages\/11648\/revisions"}],"predecessor-version":[{"id":11663,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages\/11648\/revisions\/11663"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/media\/11647"}],"wp:attachment":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/media?parent=11648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}