{"id":11928,"date":"2026-11-02T10:54:51","date_gmt":"2026-11-02T09:54:51","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?page_id=11928"},"modified":"2026-11-02T16:12:39","modified_gmt":"2026-11-02T15:12:39","slug":"jtbd-case-study-solar-sector-coupling","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-solar-sector-coupling\/","title":{"rendered":"JTBD case study, solar: four buying jobs of a solar installer"},"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  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table{font-size:14px}}\n<\/style>\n<section class=\"navy hero fb\">\n  <div class=\"wrap\">\n    <h1 class=\"display\">JTBD case study \u2013 solar:<\/h1>\n    <p class=\"unterzeile\">Four buying jobs of a solar installer<\/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 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8px;border-radius:4px}\n.oc-jtbd-demo .tag.gain {background:rgba(46,125,50,.3);color:#bff0cb}\n.oc-jtbd-demo .tag.problem {background:rgba(198,40,40,.3);color:#f7c4c4}\n@media(max-width:700px) {\n  .oc-jtbd-demo .matrix {display:block}\n  .oc-jtbd-demo .mcol-head, .oc-jtbd-demo .mrow-head {display:none}\n  .oc-jtbd-demo .cell {margin-bottom:12px}\n  .oc-jtbd-demo .cell-dim {display:block}\n}\n.oc-jtbd-demo .opps {display:grid;grid-template-columns:repeat(3,1fr);gap:18px;margin-top:40px}\n.oc-jtbd-demo .opp {background:var(--cool);border-radius:12px;padding:24px;border-top:4px solid var(--hyper)}\n.oc-jtbd-demo .opp b {font-family:var(--mono);font-size:13px;color:var(--hyper)}\n.oc-jtbd-demo .opp h3 {font-size:18px;margin:10px 0 8px}\n.oc-jtbd-demo .opp p {font-size:15px;color:var(--grey)}\n@media(max-width:760px) {\n  .oc-jtbd-demo .opps {grid-template-columns:1fr}\n}\n.oc-jtbd-demo .hinge {background:var(--navy);color:var(--white);text-align:center;padding:64px 0}\n.oc-jtbd-demo .hinge .stagetag {color:var(--arctic);display:block;margin-bottom:18px}\n.oc-jtbd-demo .hinge h2 {font-size:clamp(28px,4vw,46px);max-width:20ch;margin:0 auto 18px;color:var(--white)}\n.oc-jtbd-demo .hinge p {color:#cfe0ee;font-size:18px;max-width:48ch;margin:0 auto}\n.oc-jtbd-demo .dots8 {display:flex;gap:8px;justify-content:center;margin-top:32px}\n.oc-jtbd-demo .dots8 i {width:13px;height:13px;border-radius:50%;background:rgba(255,255,255,.28)}\n.oc-jtbd-demo .dots8 i.me {background:var(--arctic);box-shadow:0 0 0 5px rgba(137,207,240,.2)}\n.oc-jtbd-demo .segs {display:grid;grid-template-columns:repeat(3,1fr);gap:18px;margin-top:42px}\n.oc-jtbd-demo .seg {border:1px solid #e2e8ee;border-radius:14px;padding:24px;background:var(--white);position:relative}\n.oc-jtbd-demo .seg.here {border:2px solid var(--drive);box-shadow:0 8px 28px rgba(46,125,50,.12)}\n.oc-jtbd-demo .seg .id {font-family:var(--mono);font-size:12px;color:var(--hyper)}\n.oc-jtbd-demo .seg h3 {font-size:19px;margin:8px 0 12px}\n.oc-jtbd-demo .seg .job {font-size:15px;color:var(--grey);margin-bottom:14px}\n.oc-jtbd-demo .seg .meta {font-family:var(--mono);font-size:12px;color:var(--grey);border-top:1px solid #eef2f6;padding-top:12px}\n.oc-jtbd-demo .seg .badge {display:none;position:absolute;top:-21px;right:14px;background:var(--drive);color:#fff;font-family:var(--mono);font-size:9.5px;letter-spacing:.03em;padding:4px 9px;border-radius:8px;border:2px solid #fff;box-shadow:0 3px 9px rgba(15,44,74,.2)}\n.oc-jtbd-demo .seg.here .badge {display:block}\n.oc-jtbd-demo .hinge .activename, .oc-jtbd-demo .hinge .activeint {color:var(--arctic);font-weight:600}\n.oc-jtbd-demo .lead .activename {color:var(--navy);font-weight:700}\n.oc-jtbd-demo .seg .badge, .oc-jtbd-demo .seg .badge .activename {color:#fff!important}\n@media(max-width:760px) {\n  .oc-jtbd-demo .segs {grid-template-columns:1fr}\n}\n.oc-jtbd-demo .insights {display:grid;grid-template-columns:1fr 1fr;gap:18px;margin-top:40px}\n.oc-jtbd-demo .ins {background:var(--cool);border-left:4px solid var(--hyper);border-radius:0 12px 12px 0;padding:24px}\n.oc-jtbd-demo .ins .k {font-family:var(--mono);font-size:12px;letter-spacing:.1em;text-transform:uppercase;color:var(--hyper)}\n.oc-jtbd-demo .ins h3 {font-size:18px;margin:8px 0 8px}\n.oc-jtbd-demo .ins p {font-size:15px;color:var(--grey)}\n@media(max-width:700px) {\n  .oc-jtbd-demo .insights {grid-template-columns:1fr}\n}\n.oc-jtbd-demo .engpass {background:linear-gradient(120deg,#102f4f,#0b2238);color:#fff;text-align:center;padding:64px 0}\n.oc-jtbd-demo .engpass .k {font-family:var(--mono);font-size:12px;letter-spacing:.18em;text-transform:uppercase;color:var(--arctic)}\n.oc-jtbd-demo .engpass p {font-size:clamp(22px,3vw,32px);line-height:1.3;max-width:24ch;margin:20px auto 0;font-weight:500}\n.oc-jtbd-demo .engpass .hl {color:var(--arctic)}\n.oc-jtbd-demo .plan {display:grid;grid-template-columns:repeat(2,1fr);gap:18px;margin-top:42px}\n.oc-jtbd-demo .exp {border:1px solid #e2e8ee;border-radius:14px;padding:24px;background:var(--white)}\n.oc-jtbd-demo .exp .top {display:flex;align-items:center;gap:10px;margin-bottom:10px}\n.oc-jtbd-demo .exp .mid {font-family:var(--mono);font-weight:700;color:var(--hyper);font-size:14px}\n.oc-jtbd-demo .exp .nv {font-family:var(--mono);font-size:10px;letter-spacing:.06em;text-transform:uppercase;background:rgba(198,40,40,.12);color:var(--brake);padding:3px 8px;border-radius:12px}\n.oc-jtbd-demo .exp h3 {font-size:18px;margin-bottom:8px}\n.oc-jtbd-demo .exp p {font-size:15px;color:var(--grey);margin-bottom:14px}\n.oc-jtbd-demo .exp .goal {font-family:var(--mono);font-size:13px;color:var(--navy);background:var(--cool);border-radius:8px;padding:10px 12px}\n.oc-jtbd-demo .exp .goal b {color:var(--drive)}\n@media(max-width:760px) {\n  .oc-jtbd-demo .plan {grid-template-columns:1fr}\n}\n.oc-jtbd-demo .bridge {background:linear-gradient(120deg,var(--hyper),var(--navy));color:var(--white)}\n.oc-jtbd-demo .bridge h2 {color:var(--white);max-width:20ch}\n.oc-jtbd-demo .bridge .eyebrow {color:#bcd3f5}\n.oc-jtbd-demo .bridge p {font-size:20px;max-width:56ch;color:#e8f0fb}\n.oc-jtbd-demo .bridge .activename {color:#fff!important;font-weight:600}\n.oc-jtbd-demo .cta-actions {margin-top:30px;display:flex;align-items:center;flex-wrap:wrap;gap:10px 22px}\n.oc-jtbd-demo .cta-btn {display:inline-block;background:var(--arctic);color:var(--navy)!important;font-weight:700;font-size:17px;padding:15px 32px;border-radius:11px;text-decoration:none!important;transition:transform .12s,filter .12s}\n.oc-jtbd-demo .cta-btn:hover {transform:translateY(-2px);filter:brightness(1.06)}\n.oc-jtbd-demo .cta-link {color:#cfe0ee!important;text-decoration:none!important;font-size:15px;font-family:var(--mono)}\n.oc-jtbd-demo .cta-link:hover {color:#fff!important}\n.oc-jtbd-demo .bridge .bridge-scarcity {margin-top:18px;font-family:var(--mono);font-size:12px;letter-spacing:.06em;color:var(--arctic);opacity:.85;max-width:none}\n.oc-jtbd-demo \n  .competition {padding:60px 0;background:var(--cool2)}\n.oc-jtbd-demo .competition h2 {color:var(--navy)!important}\n.oc-jtbd-demo .competition .eyebrow {color:var(--hyper)!important}\n.oc-jtbd-demo .competition .lead {color:var(--grey);max-width:64ch}\n.oc-jtbd-demo .cmp-grid {display:grid;grid-template-columns:repeat(auto-fit,minmax(225px,1fr));gap:16px;margin:26px 0 18px}\n.oc-jtbd-demo .cmp-card {background:#fff;border:1px solid #e2e8f0;border-left:4px solid #9fb6cb;border-radius:12px;padding:18px 20px}\n.oc-jtbd-demo .cmp-card h3 {font-size:17px;margin:6px 0 6px;color:var(--navy)!important;line-height:1.25}\n.oc-jtbd-demo .cmp-card p {font-size:14px;color:var(--grey);margin:0 0 12px}\n.oc-jtbd-demo .cmp-tag {font-family:var(--mono);font-size:10px;letter-spacing:.08em;text-transform:uppercase;color:#73879f}\n.oc-jtbd-demo .cmp-andere {border-left-color:var(--hyper);box-shadow:0 8px 24px rgba(46,92,219,.10)}\n.oc-jtbd-demo .cmp-andere .cmp-tag {color:var(--hyper)}\n.oc-jtbd-demo .cmp-nichtstun {border-left-color:var(--brake);box-shadow:0 8px 24px rgba(198,40,40,.10)}\n.oc-jtbd-demo .cmp-nichtstun .cmp-tag {color:var(--brake)}\n.oc-jtbd-demo .cmp-verdict {display:inline-block;font-family:var(--mono);font-size:10px;letter-spacing:.06em;text-transform:uppercase;padding:3px 9px;border-radius:10px;background:#eef2f6;color:var(--grey)}\n.oc-jtbd-demo .cmp-verdict.v-gew\u00e4hlt, .oc-jtbd-demo .cmp-verdict.v-gewaehlt {background:rgba(46,125,50,.14);color:var(--drive)}\n.oc-jtbd-demo .cmp-verdict.v-verworfen {background:#f1f3f5;color:#9aa6b2}\n.oc-jtbd-demo .cmp-verdict.v-beibehalten {background:rgba(245,158,11,.16);color:#b45309}\n.oc-jtbd-demo .cmp-verdict.v-erwogen {background:rgba(46,92,219,.10);color:var(--hyper)}\n@media(max-width:760px) {\n  .oc-jtbd-demo .cmp-grid {grid-template-columns:1fr}\n}\n.oc-jtbd-demo .foot {padding:40px 0;background:var(--cool);font-size:13px;color:var(--grey)}\n.oc-jtbd-demo .foot .mono {color:var(--navy)}\n.oc-jtbd-demo \n  h1, .oc-jtbd-demo h2, .oc-jtbd-demo h3, .oc-jtbd-demo h4 {font-family:var(--story)!important;font-weight:700!important;color:var(--navy)!important;line-height:1.12!important}\n.oc-jtbd-demo .hero h1, .oc-jtbd-demo .forces h2, .oc-jtbd-demo .hinge h2, .oc-jtbd-demo .bridge h2 {color:#fff!important}\n.oc-jtbd-demo .hero .kicker, .oc-jtbd-demo .forces .eyebrow, .oc-jtbd-demo .bridge .eyebrow, .oc-jtbd-demo .hinge .stagetag, .oc-jtbd-demo .engpass .k {color:var(--arctic)!important}\n.oc-jtbd-demo .engpass p {color:#fff!important}\n.oc-jtbd-demo .engpass .hl {color:var(--arctic)!important;font-size:inherit!important;font-weight:inherit!important;line-height:inherit!important;letter-spacing:inherit!important}\n.oc-jtbd-demo .eyebrow {color:var(--hyper)!important}\n.oc-jtbd-demo .step h3, .oc-jtbd-demo .seg h3, .oc-jtbd-demo .opp h3, .oc-jtbd-demo .exp h3, .oc-jtbd-demo .ins h3, .oc-jtbd-demo .chan b {color:var(--navy)!important}\n.oc-jtbd-demo .chip {font-family:var(--story)!important;font-weight:400!important;border-radius:9px!important;text-transform:none!important;letter-spacing:normal!important}\n.oc-jtbd-demo .chip.gain {background:rgba(46,125,50,.26)!important;border:none!important;border-left:4px solid var(--drive)!important;color:#fff!important}\n.oc-jtbd-demo .chip.problem {background:rgba(198,40,40,.26)!important;border:none!important;border-left:4px solid var(--brake)!important;color:#fff!important}\n.oc-jtbd-demo .chip.active {outline:2px solid var(--arctic)!important}\n.oc-jtbd-demo .belegpanel, .oc-jtbd-demo .belegpanel .quote {color:#fff!important}\n.oc-jtbd-demo .belegpanel .tag.gain {background:rgba(46,125,50,.34)!important;color:#bff0cb!important}\n.oc-jtbd-demo .belegpanel .tag.problem {background:rgba(198,40,40,.34)!important;color:#f7c4c4!important}\n.oc-jtbd-demo .metric b, .oc-jtbd-demo .belegpanel .quote {color:inherit}\n.oc-jtbd-demo \n  .metrics, .oc-jtbd-demo .channels {background:var(--cool2);border-top:1px solid #cfd9e6;border-bottom:1px solid #cfd9e6}\n.oc-jtbd-demo .opp, .oc-jtbd-demo .exp .goal, .oc-jtbd-demo .ins {background:var(--cool2)}\n.oc-jtbd-demo \n  .ocvid {background:var(--navy);padding:62px 0}\n.oc-jtbd-demo .ocvid .eyebrow {color:var(--arctic)!important}\n.oc-jtbd-demo .ocvid h2 {color:#fff!important}\n.oc-jtbd-demo .ocvid .lead {color:#cfe0ee}\n.oc-jtbd-demo .ocvid .frame {position:relative;width:100%;padding-top:56.25%;margin-top:24px;border-radius:14px;overflow:hidden;box-shadow:0 18px 50px rgba(0,0,0,.35)}\n.oc-jtbd-demo .ocvid .frame iframe {position:absolute;inset:0;width:100%;height:100%;border:0}\n.oc-jtbd-demo .ocvid .frame.ph {padding-top:0;height:260px;display:flex;align-items:center;justify-content:center;background:#163a5e}\n.oc-jtbd-demo .ocvid .frame.ph span {color:#9fc4e6;font-family:var(--mono);font-size:14px;letter-spacing:.04em}\n.oc-jtbd-demo 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.qdim {display:flex;align-items:center;justify-content:space-between;gap:16px;border-bottom:1px solid #e6ecf2;padding-bottom:9px}\n.oc-jtbd-demo .ocq .qdim .ql {font-size:15px;color:var(--navy)}\n.oc-jtbd-demo .ocq .qdots {display:flex;gap:6px;flex:0 0 auto}\n.oc-jtbd-demo .ocq .qdots i {width:13px;height:13px;border-radius:50%;background:#dde5ee;display:inline-block}\n.oc-jtbd-demo .ocq .qdots i.on {background:var(--drive)}\n.oc-jtbd-demo .ocq .qstrengths {display:grid;grid-template-columns:repeat(3,1fr);gap:16px;margin:26px 0}\n.oc-jtbd-demo .ocq .qs {background:var(--cool2);border-radius:12px;padding:18px 20px;border-top:4px solid var(--drive);font-size:15px;color:var(--grey)}\n.oc-jtbd-demo .ocq .qgrowth {font-style:italic;color:var(--grey);border-left:3px solid var(--arctic);padding:6px 0 6px 16px;margin:6px 0 30px}\n.oc-jtbd-demo .ocq .qoffer {background:var(--navy);border-radius:16px;padding:34px}\n.oc-jtbd-demo .ocq .qoffer h3 {color:#fff!important;font-size:21px;margin:0 0 10px}\n.oc-jtbd-demo .ocq .qoffer p {color:#cfe0ee;font-size:16px;margin:0 0 20px}\n.oc-jtbd-demo .ocq .qoffer .qbtn {display:inline-block;background:var(--arctic);color:var(--navy)!important;font-family:var(--mono);font-size:13px;letter-spacing:.04em;text-decoration:none;padding:13px 22px;border-radius:10px;font-weight:700}\n.oc-jtbd-demo .ocq .qroutes {display:grid;grid-template-columns:1fr 1fr;gap:14px}\n.oc-jtbd-demo .ocq .qroute {display:block;background:rgba(255,255,255,.05);border:1px solid rgba(137,207,240,.4);border-radius:12px;padding:18px 20px;text-decoration:none;transition:background .15s,border-color .15s}\n.oc-jtbd-demo .ocq .qroute:hover {background:rgba(137,207,240,.14);border-color:var(--arctic)}\n.oc-jtbd-demo .ocq .qroute b {display:block;color:#fff!important;font-family:var(--story);font-size:16px;margin-bottom:6px}\n.oc-jtbd-demo .ocq .qroute b::after {content:\" \u2192\";color:var(--arctic)}\n.oc-jtbd-demo .ocq .qroute span 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28px;letter-spacing:.01em!important}\n.oc-jtbd-demo.vb.vb .markt-start .stagetag.kapitel:before{content:\"\";display:block;width:40px;height:2px;background:#0F2C4A}\n.oc-jtbd-demo.vb.vb .cmp-grid .cmp-card{display:flex;flex-direction:column}\n.oc-jtbd-demo.vb.vb .cmp-grid .cmp-card .cmp-verdict{margin-top:auto;align-self:flex-start}\n.oc-jtbd-demo.vb.vb .cmp-grid .cmp-card p{margin-bottom:16px}\n.oc-jtbd-demo.vb.vb .cmp-verdict.v-beibehalten{background:#0F2C4A!important;color:#fff!important;padding:4px 10px}\n.oc-jtbd-demo.vb.vb .q4.leer{border:1px dashed rgba(15,44,74,.3);border-top:4px solid var(--c);background:none!important;min-height:120px}\n<\/style>\n<section class=\"vb-auftakt\"><div class=\"wrap\"><h2>One buyer shows a motive. Four show the market.<\/h2><p><strong style=\"color:#fff\">Thorsten, Markus and Lena bought for completely different reasons, and Klaus hasn\u2019t decided yet \u2013<\/strong> four very different buying jobs. We condensed 13 interviews into four segments, one bottleneck and five levers.<\/p><div class=\"stablabel\">A real analysis \u2013 four buyer types, one per buying job (all interview quotes translated from German):<\/div><div class=\"pcs\"><a class=\"pc\" href=\"#thorsten\"><span class=\"ini\">T<\/span><b>Thorsten<\/b><small>The self-sufficiency seeker<\/small><span class=\"oq\">\u2018Independence. First and foremost, independence.\u2019<\/span><span class=\"go\">Read the story \u2193<\/span><\/a><a class=\"pc\" href=\"#markus\"><span class=\"ini\">M<\/span><b>Markus<\/b><small>The number-cruncher<\/small><span class=\"oq\">\u2018In the end, it costs me nothing a month.\u2019<\/span><span class=\"go\">Read the story \u2193<\/span><\/a><a class=\"pc\" href=\"#lena\"><span class=\"ini\">L<\/span><b>Lena<\/b><small>The pioneer<\/small><span class=\"oq\">First her parents said it \u2013 then it became her own conviction: \u2018Who, if not us.\u2019<\/span><span class=\"go\">Read the story \u2193<\/span><\/a><a class=\"pc\" href=\"#klaus\"><span class=\"ini\">K<\/span><b>Klaus<\/b><small>The hesitant one<\/small><span class=\"oq\">\u2018what\u2019s considered totally great right now may in five years be seen as \u2026 not so clever after all.\u2019<\/span><span class=\"go\">Read the story \u2193<\/span><\/a><\/div><\/div><\/section><nav aria-label=\"Buyer stories\" class=\"vb-jump\"><div class=\"wrap\"><a href=\"#thorsten\">Thorsten<\/a><a href=\"#markus\">Markus<\/a><a href=\"#lena\">Lena<\/a><a href=\"#klaus\">Klaus<\/a><\/div><\/nav>\n<div class=\"storywrap\">\n<div class=\"story active\" data-story=\"thorsten\" id=\"thorsten\">\n<div class=\"hero\"><div class=\"wrap\"><div class=\"who\"><span class=\"num\">1\/4<\/span> Thorsten \u00b7 The self-sufficiency seeker<\/div>\n<div class=\"kicker\">Level 1 \u00b7 One buyer story \u00b7 JTBD Innovation Framework<\/div>\n<h2 class=\"d-h1\">Why independence counted, not price<\/h2>\n<p class=\"sub\">A homeowner didn\u2019t want a cheap PV quote \u2013 he never wanted to be left without power for hours again, as he had experienced first-hand. (A typical buyer from this segment, condensed from several interviews.)<\/p>\n<\/div><\/div>\n<div class=\"metrics\"><div class=\"wrap grid\"><div class=\"metric\"><b>100%<\/b><span>dependence on grid power, which bothered him<\/span><\/div><div class=\"metric\"><b>Hours<\/b><span>without power \u2013 experienced first-hand<\/span><\/div><\/div><\/div>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">The timeline<\/div><h2>From vulnerability to a closed loop<\/h2>\n<p class=\"mirror\">None of this was in a quote or an advert \u2013 it lies between the lines of the in-depth interviews. <strong>What are your buyers telling you between the lines?<\/strong><\/p>\n<div class=\"journey\" style=\"--n:4\"><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P1 \u00b7 The vulnerability<\/div><h3>Hours without power<\/h3><p>A power cut, lasting hours, experienced first-hand. His own 100% dependence suddenly became tangible.<\/p><\/div><div class=\"step kipp visible\"><div class=\"dot\"><\/div><div class=\"role\">P2 \u00b7 The role model<\/div><h3>Self-sufficiency, camper-van style<\/h3><p>With his own camper van and its solar system, he had long been travelling self-sufficiently. What worked on the road, he wanted at home too.<\/p><p class=\"q\">\u2018I drive a camper van, and I have a solar system on the camper too\u2019<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P3 \u00b7 The decision<\/div><h3>The missing piece<\/h3><p>What he bought wasn\u2019t a single module, but whatever was still missing for independence.<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P4 \u00b7 The fulfilment<\/div><h3>Independent \u2013 every day<\/h3><p>Storage, heat pump and wallbox form one closed loop. What started out as his first motive is now everyday life.<\/p><\/div><\/div>\n<\/div><\/section>\n<div class=\"channels\"><div class=\"wrap\">\n<div class=\"eyebrow\">Channels &amp; triggers<\/div>\n<h2 style=\"font-size:24px\">Where the decision really happened<\/h2>\n<div class=\"row\"><div class=\"chan\"><div class=\"t\">Trigger<\/div><b>Power cut \/ experienced first-hand<\/b><span>A real power cut makes his own dependence tangible<\/span><\/div><div class=\"chan\"><div class=\"t\">Role model<\/div><b>His own camper van<\/b><span>Self-sufficiency in practice shows: it can be done<\/span><\/div><div class=\"chan\"><div class=\"t\">Selection<\/div><b>Completeness<\/b><span>The missing piece for independence, not a single module<\/span><\/div><div class=\"chan\"><div class=\"t\">Proof<\/div><b>His own requirements<\/b><span>from the buyer \u2013 taken seriously instead of a standard quote<\/span><\/div><\/div>\n<p class=\"askline\">\u2192 Vulnerability and a role model tipped the balance \u2013 not the price. <strong>Are you there when the balance really tips for your customers?<\/strong><\/p>\n<\/div><\/div>\n<section class=\"forces\"><div class=\"wrap\">\n<div class=\"eyebrow\">The four forces of progress<\/div><h2>What drove them \u2013 and what held them back<\/h2>\n<p class=\"lead\"><strong class=\"c-gain\">Green = gain<\/strong> \u00b7 <strong class=\"c-problem\">Red = problem<\/strong>. Columns: existing vs. new solution. Rows: drives vs. holds back.<\/p>\n<div class=\"vb-feld\"><div class=\"axis\"><span>Existing solution<\/span><svg aria-hidden=\"true\" preserveaspectratio=\"none\" viewbox=\"0 0 400 40\"><path class=\"ar fwd\" d=\"M10 12 H385 M372 4 L388 12 L372 20\"><\/path><path class=\"ar back\" d=\"M390 30 H15 M28 22 L12 30 L28 38\"><\/path><\/svg><span>New solution<\/span><\/div><div class=\"rowhead\">drives the switch \u2192<\/div><div class=\"grid2\"><div class=\"q4 problem\"><div class=\"t\">Push<\/div><div class=\"dim\">drives \u00b7 existing solution<\/div><ul><li><b>100% dependent on grid power<\/b><p class=\"oton\">\u2018I really am 100% dependent on electricity. That\u2019s simply a thought I don\u2019t like.\u2019<\/p><\/li><li><b>Experienced a power cut first-hand<\/b><p class=\"oton\">\u2018How fragile the whole thing is, we\u2019ve actually experienced first-hand ourselves \u2013 \u2026 no power for hours.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 gain\"><div class=\"t\">Pull<\/div><div class=\"dim\">drives \u00b7 new solution<\/div><ul><li><b>Independence, first of all<\/b><p class=\"oton\">\u2018Independence. First and foremost, independence.\u2019<\/p><\/li><li><b>The last box left to tick<\/b><p class=\"oton\">\u2018That was the last box left to tick on the list.\u2019<\/p><\/li><\/ul><\/div><\/div><div class=\"rowhead\">\u2190 holds back the switch<\/div><div class=\"grid2\"><div class=\"q4 gain\"><div class=\"t\">Habit<\/div><div class=\"dim\">holds back \u00b7 existing solution<\/div><ul><li><b>Long convinced: it isn\u2019t worth it<\/b><p class=\"oton\">\u2018The topic was dead for me, because I was of the opinion that it wasn\u2019t worth it.\u2019<\/p><\/li><li><b>Until now: emergency power for two days<\/b><p class=\"oton\">\u2018That lasts maybe two days. And we wanted to be independent.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 problem\"><div class=\"t\">Anxiety<\/div><div class=\"dim\">holds back \u00b7 new solution<\/div><ul><li><b>No response after the purchase<\/b><p class=\"oton\">\u2018I must have called five or six times without \u2026 getting any information. Afterwards I was really angry.\u2019<\/p><\/li><li><b>Leaking roof after installation<\/b><p class=\"oton\">\u2018That was my big worry, that the roof wouldn\u2019t be watertight afterwards. That would be stupid.\u2019<\/p><\/li><\/ul><\/div><\/div><\/div>\n<p class=\"askline\">\u2192 A provider could actively move three of these four forces \u2013 being reachable after the purchase, a clean installation, a visible closed loop. <strong>Do you know which one tips the balance for your buyers?<\/strong><\/p>\n<\/div><\/section>\n<section class=\"dims d1\"><div class=\"wrap\">\n<div class=\"eyebrow\">Job dimensions + progress<\/div>\n<h2>What Thorsten really \u2018hired\u2019<\/h2>\n<p class=\"lead\">Representing the self-sufficiency segment: three layers. The functional one is in the quote \u2013 the emotional and social ones tip the balance. Each comes with the yardstick the segment uses to measure progress.<\/p>\n<div class=\"dimwrap berg\"><div class=\"sky\"><p class=\"surface-cap\">What the \u2018packaging\u2019 says so far<\/p><div class=\"tip\"><div class=\"dimrow\"><div class=\"dim-head\"><span class=\"dim-key\">functional<\/span><span class=\"dim-tag\">the practical job<\/span><\/div><p class=\"dim-job\">Turning his home into an energy-independent system that doesn\u2019t depend on the grid, utilities or political whims.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>staying in control during a power cut and not being caught out<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not being dependent on a single utility that is focused on its own profit<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><div class=\"deep\"><div class=\"mass\"><div class=\"waterline\"><span>What really tips the balance<\/span><\/div><div class=\"cols\"><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">emotional<\/span><span class=\"dim-tag\">how he wants to feel<\/span><\/div><p class=\"dim-job\">Seeing himself as someone who looks after himself and stays in control when others are sitting in the dark.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>knowing his own back-up arrangements are complete, with no gaps<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not letting a cloud or grid back door bring back the dependence he wants to avoid<\/li><\/ul><\/div><\/div><\/div><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">social<\/span><span class=\"dim-tag\">how he wants to be seen<\/span><\/div><p class=\"dim-job\">Coming across to the people around him as a forward-looking, self-reliant person \u2013 not as an outsider.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>visibly generating more electricity than he uses and seeing his decision borne out<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not having to chase things up for weeks after the purchase because commissioning and the subsidy paperwork aren\u2019t handled proactively<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<p class=\"dims-teaser\">This is an extract. The complete, prioritised outcome map per segment is part of the Customer Insights Sprint \u2013 exactly the brief a product or installation team prioritises against.<\/p>\n<\/div><\/section>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">From a single buyer story alone<\/div>\n<h2>What you can already do with this one story<\/h2>\n<div class=\"opps\"><div class=\"opp\"><b>01<\/b><h3>What sold was independence, not modules<\/h3><p>Thorsten didn\u2019t buy kilowatt-peak \u2013 he bought the end of his dependence. Anyone who sells solar on price and technology misses this driver.<\/p><\/div><div class=\"opp\"><b>02<\/b><h3>After installation, the sale continues<\/h3><p>Anyone who buys independence also wants a contact person after commissioning. If you can\u2019t be reached then, you lose the referral.<\/p><\/div><div class=\"opp\"><b>03<\/b><h3>Sector coupling is the core, not an upsell<\/h3><p>Storage, heat and car as one closed loop was the job \u2013 not an add-on. Self-consumption beats feeding into the grid.<\/p><\/div><\/div>\n<\/div><\/section>\n<\/div><div class=\"story active\" data-story=\"markus\" id=\"markus\">\n<div class=\"hero\"><div class=\"wrap\"><div class=\"who\"><span class=\"num\">2\/4<\/span> Markus \u00b7 The number-cruncher<\/div>\n<div class=\"kicker\">Level 1 \u00b7 One buyer story \u00b7 JTBD Innovation Framework<\/div>\n<h2 class=\"d-h1\">Why zero euros a month pulled harder than any discount<\/h2>\n<p class=\"sub\">A buyer worked through every item \u2013 and decided when colleagues told him about their own systems. His calculation: \u20ac450 a month, for ten years \u2013 and utility bills down from \u20ac330 to \u20ac130. (A typical buyer from this segment, condensed from several interviews.)<\/p>\n<\/div><\/div>\n<div class=\"metrics\"><div class=\"wrap grid\"><div class=\"metric\"><b>\u20ac330\u2192\u20ac130<\/b><span>utility bills per month<\/span><\/div><div class=\"metric\"><b>10 yrs<\/b><span>decided too late \u2013 in hindsight<\/span><\/div><\/div><\/div>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">The timeline<\/div><h2>From frustration over extra costs to a figure that speaks for itself<\/h2>\n<p class=\"mirror\">None of this was in a quote or an advert \u2013 it lies between the lines of the in-depth interviews. <strong>What are your buyers telling you between the lines?<\/strong><\/p>\n<div class=\"journey\" style=\"--n:4\"><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P1 \u00b7 The frustration<\/div><h3>Charging as expensive as filling up<\/h3><p>Extra costs that had become all too real made the status quo untenable \u2013 it was worth doing the maths.<\/p><\/div><div class=\"step kipp visible\"><div class=\"dot\"><\/div><div class=\"role\">P2 \u00b7 The peer proof<\/div><h3>Colleagues report<\/h3><p>Several colleagues at work already had a system \u2013 happy with it and saving noticeably. A maybe turned into a calculation.<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P3 \u00b7 The calculation<\/div><h3>\u20ac1,300 instead of \u20ac1,500 per kWp<\/h3><p>It wasn\u2019t the cheapest price that convinced him, but a sound calculation with a reliable forecast.<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P4 \u00b7 The confirmation<\/div><h3>The figures speak for themselves<\/h3><p>Utility bills down from \u20ac330 to \u20ac130 a month \u2013 the system delivers what the forecast promised.<\/p><\/div><\/div>\n<\/div><\/section>\n<div class=\"channels\"><div class=\"wrap\">\n<div class=\"eyebrow\">Channels &amp; triggers<\/div>\n<h2 style=\"font-size:24px\">Where the decision really happened<\/h2>\n<div class=\"row\"><div class=\"chan\"><div class=\"t\">Trigger<\/div><b>His own extra costs<\/b><span>Charging costs as high as filling up \u2013 the status quo gets expensive<\/span><\/div><div class=\"chan\"><div class=\"t\">Proof<\/div><b>Colleagues<\/b><span>First-hand experience beats any advert<\/span><\/div><div class=\"chan\"><div class=\"t\">Selection<\/div><b>Forecast<\/b><span>A sound calculation instead of the cheapest price<\/span><\/div><div class=\"chan\"><div class=\"t\">Channel<\/div><b>Self-consumption<\/b><span>Power used in the house instead of fed into the grid at rock-bottom prices<\/span><\/div><\/div>\n<p class=\"askline\">\u2192 Markus wasn\u2019t looking for a discount, but for a figure he could trust. <strong>Are you there when your customers really do the maths?<\/strong><\/p>\n<\/div><\/div>\n<section class=\"forces\"><div class=\"wrap\">\n<div class=\"eyebrow\">The four forces of progress<\/div><h2>What drove them \u2013 and what held them back<\/h2>\n<p class=\"lead\"><strong class=\"c-gain\">Green = gain<\/strong> \u00b7 <strong class=\"c-problem\">Red = problem<\/strong>. Columns: existing vs. new solution. Rows: drives vs. holds back.<\/p>\n<div class=\"vb-feld\"><div class=\"axis\"><span>Existing solution<\/span><svg aria-hidden=\"true\" preserveaspectratio=\"none\" viewbox=\"0 0 400 40\"><path class=\"ar fwd\" d=\"M10 12 H385 M372 4 L388 12 L372 20\"><\/path><path class=\"ar back\" d=\"M390 30 H15 M28 22 L12 30 L28 38\"><\/path><\/svg><span>New solution<\/span><\/div><div class=\"rowhead\">drives the switch \u2192<\/div><div class=\"grid2\"><div class=\"q4 problem\"><div class=\"t\">Push<\/div><div class=\"dim\">drives \u00b7 existing solution<\/div><ul><li><b>Money in the bank incurs a custody fee<\/b><p class=\"oton\">\u2018From 1 July you have to pay a custody fee now, from 50,000 euros\u2019<\/p><\/li><li><b>Charging as expensive as filling up<\/b><p class=\"oton\">\u2018it\u2019s actually almost the same, just as expensive as if I were filling up with fuel\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 gain\"><div class=\"t\">Pull<\/div><div class=\"dim\">drives \u00b7 new solution<\/div><ul><li><b>Effectively, it costs nothing a month<\/b><p class=\"oton\">\u2018In the end, it costs me nothing a month.\u2019<\/p><\/li><li><b>\u20ac450 a month, for ten years<\/b><p class=\"oton\">\u2018I now get 450 euros every month, for 10 years, without having to do anything for it, because the sun shines.\u2019<\/p><\/li><li><b>Colleagues really are saving money with it<\/b><p class=\"oton\">\u2018several colleagues at work told me they\u2019d done it, that they\u2019re very happy with it and really are saving money\u2019<\/p><\/li><\/ul><\/div><\/div><div class=\"rowhead\">\u2190 holds back the switch<\/div><div class=\"grid2\"><div class=\"q4 gain\"><div class=\"t\">Habit<\/div><div class=\"dim\">holds back \u00b7 existing solution<\/div><ul><li><b>Hunting for the cheapest tariff every year<\/b><p class=\"oton\">\u2018I\u2019m a crafty one. I went online and looked for the cheapest electricity provider every year.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 problem\"><div class=\"t\">Anxiety<\/div><div class=\"dim\">holds back \u00b7 new solution<\/div><ul><li><b>Cheap provider, nothing but problems afterwards<\/b><p class=\"oton\">\u2018not look for just any company on the internet that might make the best offer, but then I only have problems afterwards. I didn\u2019t want that.\u2019<\/p><\/li><li><b>Trouble in the second year<\/b><p class=\"oton\">\u2018The first year they\u2019re happy and the second year they\u2019re annoyed. It\u2019s always like that.\u2019<\/p><\/li><\/ul><\/div><\/div><\/div>\n<p class=\"askline\">\u2192 A provider could move three of these four forces \u2013 forecast, self-consumption, a provider who is still there after the first year. <strong>Do you know which one tips the balance?<\/strong><\/p>\n<\/div><\/section>\n<section class=\"dims d1\"><div class=\"wrap\">\n<div class=\"eyebrow\">Job dimensions + progress<\/div>\n<h2>What Markus really \u2018hired\u2019<\/h2>\n<p class=\"lead\">Representing the ROI optimiser segment: three layers. The functional one is the calculation \u2013 the emotional and social ones tip the balance. Each comes with the yardstick the segment uses to measure progress.<\/p>\n<div class=\"dimwrap berg\"><div class=\"sky\"><p class=\"surface-cap\">What the \u2018packaging\u2019 says so far<\/p><div class=\"tip\"><div class=\"dimrow\"><div class=\"dim-head\"><span class=\"dim-key\">functional<\/span><span class=\"dim-tag\">the practical job<\/span><\/div><p class=\"dim-job\">Investing capital in an energy solution that verifiably pays for itself and visibly lowers ongoing energy costs.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>achieving a visible saving every month and lowering energy costs for good<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not paying almost as much for grid power and charging as for petrol<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><div class=\"deep\"><div class=\"mass\"><div class=\"waterline\"><span>What really tips the balance<\/span><\/div><div class=\"cols\"><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">emotional<\/span><span class=\"dim-tag\">how he wants to feel<\/span><\/div><p class=\"dim-job\">Seeing himself as someone who calculates soberly, checks and does the right thing at the right time \u2013 instead of leaving capital idle.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>making an investment that pays for itself out of the savings it generates and gives security in retirement<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not seeing capital in the bank cost money instead of working<\/li><\/ul><\/div><\/div><\/div><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">social<\/span><span class=\"dim-tag\">how he wants to be seen<\/span><\/div><p class=\"dim-job\">Being regarded by the people around him as competent and credible \u2013 someone who speaks from first-hand experience when asked and gives reliable recommendations.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>reporting to the people around him when asked and recommending it once real figures are available<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<p class=\"dims-teaser\">This is an extract. The complete, prioritised outcome map per segment is part of the Customer Insights Sprint \u2013 exactly the brief a product or installation team prioritises against.<\/p>\n<\/div><\/section>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">From a single buyer story alone<\/div>\n<h2>What you can already do with this one story<\/h2>\n<div class=\"opps\"><div class=\"opp\"><b>01<\/b><h3>What sold was a figure, not a discount<\/h3><p>Zero euros a month convinced him, not the price reduction. Here, a discount tends to arouse mistrust rather than trust.<\/p><\/div><div class=\"opp\"><b>02<\/b><h3>The peer is the strongest sales channel<\/h3><p>Colleagues\u2019 experience beat any advert. In our view, a structured referral programme is the most effective lever.<\/p><\/div><div class=\"opp\"><b>03<\/b><h3>Forecast beats price<\/h3><p>A sound calculation with a reliable forecast won against the cheapest provider. Trust in the figure is the product.<\/p><\/div><\/div>\n<\/div><\/section>\n<\/div><div class=\"story active\" data-story=\"lena\" id=\"lena\">\n<div class=\"hero\"><div class=\"wrap\"><div class=\"who\"><span class=\"num\">3\/4<\/span> Lena \u00b7 The pioneer<\/div>\n<div class=\"kicker\">Level 1 \u00b7 One buyer story \u00b7 JTBD Innovation Framework<\/div>\n<h2 class=\"d-h1\">\u2018Who, if not us\u2019: why her parents tipped the balance<\/h2>\n<p class=\"sub\">A young couple renovated their house from the ground up \u2013 without gas, with an energy loop of their own. The driver wasn\u2019t returns, but identity: taking action instead of watching. (A typical buyer from this segment, condensed from several interviews.)<\/p>\n<\/div><\/div>\n<div class=\"metrics\"><div class=\"wrap grid\"><div class=\"metric\"><b>Financial help<\/b><span>from her parents<\/span><\/div><div class=\"metric\"><b>1 day<\/b><span>to get a reply<\/span><\/div><\/div><\/div>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">The timeline<\/div><h2>From feeling the impact to an everyday contribution<\/h2>\n<p class=\"mirror\">None of this was in a quote or an advert \u2013 it lies between the lines of the in-depth interviews. <strong>What are your buyers telling you between the lines?<\/strong><\/p>\n<div class=\"journey\" style=\"--n:3\"><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P1 \u00b7 Personally affected<\/div><h3>No longer just watching<\/h3><p>Daily climate news and being personally affected created the wish to take action herself.<\/p><\/div><div class=\"step kipp visible\"><div class=\"dot\"><\/div><div class=\"role\">P2 \u00b7 The catalyst<\/div><h3>The push from the family<\/h3><p>Financial help from her parents \u2013 the concrete catalyst that turned conviction into action.<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P3 \u00b7 The decision<\/div><h3>Full renovation without gas<\/h3><p>The house was planned from the ground up without fossil heating \u2013 a visible, everyday contribution.<\/p><\/div><\/div>\n<\/div><\/section>\n<div class=\"channels\"><div class=\"wrap\">\n<div class=\"eyebrow\">Channels &amp; triggers<\/div>\n<h2 style=\"font-size:24px\">Where the decision really happened<\/h2>\n<div class=\"row\"><div class=\"chan\"><div class=\"t\">Trigger<\/div><b>Personally affected<\/b><span>Climate news + the wish to take action herself<\/span><\/div><div class=\"chan\"><div class=\"t\">Catalyst<\/div><b>Family<\/b><span>Financial help from her parents makes conviction concrete<\/span><\/div><div class=\"chan\"><div class=\"t\">Identity<\/div><b>Pioneer role<\/b><span>Seeing herself as someone who acts, not as a saviour of the world<\/span><\/div><div class=\"chan\"><div class=\"t\">Selection<\/div><b>Sector coupling<\/b><span>A closed loop of her own, not a single product<\/span><\/div><\/div>\n<p class=\"askline\">\u2192 The driver was about identity, not economics. <strong>Are you selling the experience of being a pioneer \u2013 or the promise of saving the world?<\/strong><\/p>\n<\/div><\/div>\n<section class=\"forces\"><div class=\"wrap\">\n<div class=\"eyebrow\">The four forces of progress<\/div><h2>What drove them \u2013 and what held them back<\/h2>\n<p class=\"lead\"><strong class=\"c-gain\">Green = gain<\/strong> \u00b7 <strong class=\"c-problem\">Red = problem<\/strong>. Columns: existing vs. new solution. Rows: drives vs. holds back.<\/p>\n<div class=\"vb-feld\"><div class=\"axis\"><span>Existing solution<\/span><svg aria-hidden=\"true\" preserveaspectratio=\"none\" viewbox=\"0 0 400 40\"><path class=\"ar fwd\" d=\"M10 12 H385 M372 4 L388 12 L372 20\"><\/path><path class=\"ar back\" d=\"M390 30 H15 M28 22 L12 30 L28 38\"><\/path><\/svg><span>New solution<\/span><\/div><div class=\"rowhead\">drives the switch \u2192<\/div><div class=\"grid2\"><div class=\"q4 problem\"><div class=\"t\">Push<\/div><div class=\"dim\">drives \u00b7 existing solution<\/div><ul><li><b>No longer wanting just to watch<\/b><p class=\"oton\">\u2018You keep hearing more and more through the media, about climate change, about the climate disasters.\u2019<\/p><\/li><li><b>Personally affected<\/b><p class=\"oton\">\u2018We ourselves are affected by the flood disaster right here in our immediate surroundings.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 gain\"><div class=\"t\">Pull<\/div><div class=\"dim\">drives \u00b7 new solution<\/div><ul><li><b>A visible, everyday contribution<\/b><p class=\"oton\">\u2018we talked about climate protection and simply thought about what contribution we could make\u2019<\/p><\/li><li><b>An energy loop of her own<\/b><p class=\"oton\">\u2018we have our own loop, we\u2019ve reached a certain self-sufficiency here and produce our own electricity, which we turn back into heat ourselves\u2019<\/p><\/li><\/ul><\/div><\/div><div class=\"rowhead\">\u2190 holds back the switch<\/div><div class=\"grid2\"><div class=\"q4 gain\"><div class=\"t\">Habit<\/div><div class=\"dim\">holds back \u00b7 existing solution<\/div><ul><li><b>Not buying anything on credit<\/b><p class=\"oton\">\u2018We\u2019ve never been fans of paying for things out of running income, only to end up, let\u2019s say, stuck in some 0% financing deal or other.\u2019<\/p><\/li><li><b>Not for another five, six, seven years<\/b><p class=\"oton\">\u2018Otherwise we wouldn\u2019t have done it yet, but at some point in \u2026 five, six, seven years.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 problem\"><div class=\"t\">Anxiety<\/div><div class=\"dim\">holds back \u00b7 new solution<\/div><ul><li><b>Too little expertise of her own<\/b><p class=\"oton\">\u2018I don\u2019t really know a hundred per cent about the quality of the modules either.\u2019<\/p><\/li><li><b>Waiting weeks for a quote<\/b><p class=\"oton\">\u2018One company sent the quote after five weeks \u2013 even though I\u2019d chased it in the meantime.\u2019<\/p><\/li><\/ul><\/div><\/div><\/div>\n<p class=\"askline\">\u2192 A provider could move three of these four forces \u2013 expert reassurance, a fast quote, the visible closed loop. <strong>Do you know which one tips the balance?<\/strong><\/p>\n<\/div><\/section>\n<section class=\"dims d1\"><div class=\"wrap\">\n<div class=\"eyebrow\">Job dimensions + progress<\/div>\n<h2>What Lena really \u2018hired\u2019<\/h2>\n<p class=\"lead\">Representing the pioneer segment: three layers. The functional one is the system \u2013 the emotional and social ones tip the balance. Each comes with the yardstick the segment uses to measure progress.<\/p>\n<div class=\"dimwrap berg\"><div class=\"sky\"><p class=\"surface-cap\">What the \u2018packaging\u2019 says so far<\/p><div class=\"tip\"><div class=\"dimrow\"><div class=\"dim-head\"><span class=\"dim-key\">functional<\/span><span class=\"dim-tag\">the practical job<\/span><\/div><p class=\"dim-job\">Making her home a visible, everyday contribution to the energy transition \u2013 generating and using as much of her own electricity as possible.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>generating a measurable share of her electricity needs herself and noticeably reducing what she draws from the grid<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not waiting weeks for a quote or getting stuck in a market that doesn\u2019t respond<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><div class=\"deep\"><div class=\"mass\"><div class=\"waterline\"><span>What really tips the balance<\/span><\/div><div class=\"cols\"><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">emotional<\/span><span class=\"dim-tag\">how she wants to feel<\/span><\/div><p class=\"dim-job\">Seeing herself as someone who acts instead of just watching \u2013 true to her own convictions, for her family and the next generation.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>feeling the closed energy loop every day \u2013 sun on the roof, her own power in the house<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not remaining in the passive role of onlooker, which contradicts her self-image<\/li><\/ul><\/div><\/div><\/div><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">social<\/span><span class=\"dim-tag\">how she wants to be seen<\/span><\/div><p class=\"dim-job\">Being seen by like-minded people and the community as someone who doesn\u2019t just talk but acts \u2013 and shows others the way.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>showing others the way and actively telling friends and acquaintances about it<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<p class=\"dims-teaser\">This is an extract. The complete, prioritised outcome map per segment is part of the Customer Insights Sprint \u2013 exactly the brief a product or installation team prioritises against.<\/p>\n<\/div><\/section>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">From a single buyer story alone<\/div>\n<h2>What you can already do with this one story<\/h2>\n<div class=\"opps\"><div class=\"opp\"><b>01<\/b><h3>What sold was identity \u2013 climate protection alone wouldn\u2019t have been enough<\/h3><p>Lena wanted to see herself as someone who acts. Saving the climate misses the motive \u2013 being a pioneer hits it.<\/p><\/div><div class=\"opp\"><b>02<\/b><h3>The catalyst turns conviction into action<\/h3><p>Years of conviction only became a purchase through a concrete event. Recognise the catalyst and you get the timing right.<\/p><\/div><div class=\"opp\"><b>03<\/b><h3>Sector coupling as a visible closed loop<\/h3><p>The energy loop of her own is the experience \u2013 not the kilowatt-peak. Visibility beats specification.<\/p><\/div><\/div>\n<\/div><\/section>\n<\/div><div class=\"story active\" data-story=\"klaus\" id=\"klaus\">\n<div class=\"hero\"><div class=\"wrap\"><div class=\"who\"><span class=\"num\">4\/4<\/span> Klaus \u00b7 The hesitant one<\/div>\n<div class=\"kicker\">Level 1 \u00b7 One buyer story \u00b7 JTBD Innovation Framework<\/div>\n<h2 class=\"d-h1\">Why more quotes didn\u2019t help \u2013 but clarity did<\/h2>\n<p class=\"sub\">A prospective buyer spent years researching \u2013 and still hasn\u2019t decided. It isn\u2019t money holding him back, but the worry of buying something today that will be seen as a mistake in five years. (A typical prospective buyer from this segment, condensed from several interviews.)<\/p>\n<\/div><\/div>\n<div class=\"metrics\"><div class=\"wrap grid\"><div class=\"metric\"><b>since 2017<\/b><span>researching, no decision yet<\/span><\/div><div class=\"metric\"><b>contradictory<\/b><span>every expert tells you something different<\/span><\/div><\/div><\/div>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">The timeline<\/div><h2>Interested, but blocked \u2013 by the fear of making a mistake<\/h2>\n<p class=\"mirror\">None of this was in a quote or an advert \u2013 it lies between the lines of the in-depth interviews. <strong>What are your buyers telling you between the lines?<\/strong><\/p>\n<div class=\"journey\" style=\"--n:4\"><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P1 \u00b7 The research<\/div><h3>Reading up for years<\/h3><p>He read up on it, year after year \u2013 and still came no closer to a decision.<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P2 \u00b7 The people around him<\/div><h3>Horror stories from acquaintances<\/h3><p>What he mostly heard from the people around him were reports of systems that didn\u2019t perform as promised. Each one made the risk seem bigger.<\/p><\/div><div class=\"step kipp visible\"><div class=\"dot\"><\/div><div class=\"role\">P3 \u00b7 The sticking point<\/div><h3>Great today, a mistake in five years<\/h3><p>The worry of buying something today that will be seen as a mistake in five years \u2013 and no reliable basis to dispel it. The decision was put off.<\/p><\/div><div class=\"step visible\"><div class=\"dot\"><\/div><div class=\"role\">P4 \u00b7 The doubt<\/div><h3>What do I actually get out of it?<\/h3><p>Without a reliable, neutral basis, the impression remained: a lot of effort, little concrete benefit.<\/p><\/div><\/div>\n<\/div><\/section>\n<div class=\"channels\"><div class=\"wrap\">\n<div class=\"eyebrow\">Channels &amp; triggers<\/div>\n<h2 style=\"font-size:24px\">Where the decision really happened<\/h2>\n<div class=\"row\"><div class=\"chan\"><div class=\"t\">Trigger<\/div><b>People around him<\/b><span>Experiences of acquaintances \u2013 above all the bad ones<\/span><\/div><div class=\"chan\"><div class=\"t\">Check<\/div><b>Research<\/b><span>Years of reading up without a decision being made<\/span><\/div><div class=\"chan\"><div class=\"t\">Sticking point<\/div><b>Worry<\/b><span>What holds true today may be a mistake in five years<\/span><\/div><div class=\"chan\"><div class=\"t\">Need<\/div><b>Dialogue<\/b><span>An adviser who resolves contradictions \u2013 not yet another PDF<\/span><\/div><\/div>\n<p class=\"askline\">\u2192 It wasn\u2019t the price that blocked Klaus, but the worry that it would turn out to be a mistake in five years. <strong>Do you address your customers\u2019 specific doubts \u2013 or send yet another data sheet?<\/strong><\/p>\n<\/div><\/div>\n<section class=\"forces\"><div class=\"wrap\">\n<div class=\"eyebrow\">The four forces of progress<\/div><h2>What drove them \u2013 and what held them back<\/h2>\n<p class=\"lead\"><strong class=\"c-gain\">Green = gain<\/strong> \u00b7 <strong class=\"c-problem\">Red = problem<\/strong>. Columns: existing vs. new solution. Rows: drives vs. holds back.<\/p>\n<div class=\"vb-feld\"><div class=\"axis\"><span>Existing solution<\/span><svg aria-hidden=\"true\" preserveaspectratio=\"none\" viewbox=\"0 0 400 40\"><path class=\"ar fwd\" d=\"M10 12 H385 M372 4 L388 12 L372 20\"><\/path><path class=\"ar back\" d=\"M390 30 H15 M28 22 L12 30 L28 38\"><\/path><\/svg><span>New solution<\/span><\/div><div class=\"rowhead\">drives the switch \u2192<\/div><div class=\"grid2\"><div class=\"q4 problem\"><div class=\"t\">Push<\/div><div class=\"dim\">drives \u00b7 existing solution<\/div><ul><li><b>Every expert says something different<\/b><p class=\"oton\">\u2018What bothered me most \u2026 was that every expert tells you something different.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 gain\"><div class=\"t\">Pull<\/div><div class=\"dim\">drives \u00b7 new solution<\/div><ul><li><b>A salesperson who gives honest advice<\/b><p class=\"oton\">\u2018He told me what makes sense and what doesn\u2019t\u2019<\/p><\/li><\/ul><\/div><\/div><div class=\"rowhead\">\u2190 holds back the switch<\/div><div class=\"grid2\"><div class=\"q4 gain\"><div class=\"t\">Habit<\/div><div class=\"dim\">holds back \u00b7 existing solution<\/div><ul><li><b>Preferring to keep researching<\/b><p class=\"oton\">\u2018researched in 2018 too and in 2019 as well. Since Corona I\u2019ve taken a bit of a break\u2019<\/p><\/li><li><b>Nothing in it for me at the moment \u2013 so wait and see<\/b><p class=\"oton\">\u2018Well, apart from my conscience and more effort, there\u2019s nothing in it for me at the moment.\u2019<\/p><\/li><\/ul><\/div><div class=\"q4 problem\"><div class=\"t\">Anxiety<\/div><div class=\"dim\">holds back \u00b7 new solution<\/div><ul><li><b>Great today, a mistake in five years<\/b><p class=\"oton\">\u2018what\u2019s considered totally great right now may in five years be seen as \u2026 not so clever after all.\u2019<\/p><\/li><li><b>Horror stories from the people around him<\/b><p class=\"oton\">\u2018They had nothing but problems. Then feeding into the grid didn\u2019t work.\u2019<\/p><\/li><\/ul><\/div><\/div><\/div>\n<p class=\"askline\">\u2192 Here, habit and anxiety hold him back more strongly than push and pull drive him forward. <strong>Do you know the doubts that make your buyers hesitate?<\/strong><\/p>\n<\/div><\/section>\n<section class=\"dims d1\"><div class=\"wrap\">\n<div class=\"eyebrow\">Job dimensions + progress<\/div>\n<h2>What Klaus really \u2018hired\u2019<\/h2>\n<p class=\"lead\">Representing the decision-seeker segment: three layers. The functional one is the decision \u2013 the emotional and social ones tip the balance. Each comes with the yardstick the segment uses to measure progress.<\/p>\n<div class=\"dimwrap berg\"><div class=\"sky\"><p class=\"surface-cap\">What the \u2018packaging\u2019 says so far<\/p><div class=\"tip\"><div class=\"dimrow\"><div class=\"dim-head\"><span class=\"dim-key\">functional<\/span><span class=\"dim-tag\">the practical job<\/span><\/div><p class=\"dim-job\">Making a five-figure decision on a reliable basis in a market of contradictory expert opinions and unclear figures.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>getting a complete, reliable basis for the decision with real figures \u2013 including maintenance, degradation and worst case<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not regretting in five years that he decided on an incomplete basis<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><div class=\"deep\"><div class=\"mass\"><div class=\"waterline\"><span>What really tips the balance<\/span><\/div><div class=\"cols\"><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">emotional<\/span><span class=\"dim-tag\">how he wants to feel<\/span><\/div><p class=\"dim-job\">Seeing himself as a confident, rational decision-maker who handles a complex investment on his own terms \u2013 without a guilty conscience.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>keeping control over his own energy and mobility costs, not being permanently at the mercy of the market<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not depending on contradictory statements from experts and providers that no decision can be built on<\/li><\/ul><\/div><\/div><\/div><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">social<\/span><span class=\"dim-tag\">how he wants to be seen<\/span><\/div><p class=\"dim-job\">Being regarded by the people around him as someone who pursues the project with serious intent and in a way that is in keeping with its surroundings \u2013 neither showy nor an eyesore.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>being perceived as an active, responsible owner with a solution in keeping with its surroundings<\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<p class=\"dims-teaser\">This is an extract. The complete, prioritised outcome map per segment is part of the Customer Insights Sprint \u2013 exactly the brief a product or installation team prioritises against.<\/p>\n<\/div><\/section>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">From a single buyer story alone<\/div>\n<h2>What you can already do with this one story<\/h2>\n<div class=\"opps\"><div class=\"opp\"><b>01<\/b><h3>What sells is confidence in the decision, not a discount<\/h3><p>Klaus didn\u2019t need a price reduction, but a neutral basis. Our reading: a discount would more likely have fed his scepticism.<\/p><\/div><div class=\"opp\"><b>02<\/b><h3>Dialogue beats data sheet<\/h3><p>More PDFs don\u2019t resolve contradictions. An adviser who addresses the specific doubts wins this job.<\/p><\/div><div class=\"opp\"><b>03<\/b><h3>A trial calculation with real data unties the knot<\/h3><p>Not more choice, but a reliable calculation with his own figures gets the hesitant decision over the line.<\/p><\/div><\/div>\n<\/div><\/section>\n<\/div>\n<\/div>\n<section class=\"markt-start\"><div class=\"wrap\"><span class=\"stagetag kapitel\">From buyer to market<\/span>\n<div class=\"eyebrow\">Four buyer types, four buying jobs<\/div><h2>Four buying jobs, not one segment<\/h2>\n<p class=\"lead\">From 13 interviews, four clearly distinct buying motivations emerged. The same provider wins all of them \u2013 but only with a separate language, trigger and proof for each job.<\/p>\n<p class=\"stake\">One message for everyone loses all four. Address a generic solar customer and you address nobody.<\/p>\n<div class=\"segs\"><div class=\"seg here\" data-seg=\"SEG-01\"><div class=\"badge\"><span class=\"activename\">Thorsten<\/span> is here<\/div><div class=\"id\">SEG-01<\/div><h3>Resilience-driven self-sufficiency seekers<\/h3><p class=\"job\">Turning my home into an energy-independent system.<\/p><div class=\"meta\">Push: vulnerability to power cuts<br>Pull: a closed loop of self-generated power<\/div><\/div><div class=\"seg here\" data-seg=\"SEG-02\"><div class=\"badge\"><span class=\"activename\">Markus<\/span> is here<\/div><div class=\"id\">SEG-02<\/div><h3>Rational ROI optimisers<\/h3><p class=\"job\">Investing capital in an energy solution that measurably pays off.<\/p><div class=\"meta\">Push: extra costs that have become all too real<br>Pull: measurable monthly savings, a reliable forecast<\/div><\/div><div class=\"seg here\" data-seg=\"SEG-03\"><div class=\"badge\"><span class=\"activename\">Lena<\/span> is here<\/div><div class=\"id\">SEG-03<\/div><h3>Climate-conscious pioneers<\/h3><p class=\"job\">Making my home a visible, everyday contribution.<\/p><div class=\"meta\">Push: feeling personally affected + the wish to take action oneself<br>Pull: a visible energy loop of one\u2019s own<\/div><\/div><div class=\"seg here\" data-seg=\"SEG-04\"><div class=\"badge\"><span class=\"activename\">Klaus<\/span> is here<\/div><div class=\"id\">SEG-04<\/div><h3>Hesitant decision-seekers<\/h3><p class=\"job\">Deciding with confidence in a market of contradictory opinions.<\/p><div class=\"meta\">Push: contradictory experts, unclear economics<br>Pull: a reliable, independent basis for the decision with real figures<\/div><\/div><\/div>\n<p class=\"askline\">\u2192 Four jobs, four languages. <strong>Across how many buying jobs is your marketing currently speaking with one voice?<\/strong><\/p>\n<div class=\"insights\"><div class=\"ins\"><div class=\"k\">Pattern 1<\/div><h3>Peer trigger beats advertising<\/h3><p>In three of the four buying jobs, someone from the buyer\u2019s own circle with a system of their own helped trigger the purchase \u2013 for Markus, his colleagues \u2013 never traditional advertising. In our view, a structured referral programme is the most effective lever of all.<\/p><\/div><div class=\"ins\"><div class=\"k\">Pattern 2<\/div><h3>Response time is the product<\/h3><p>Several buyers report waiting weeks for quotes \u2013 the chosen provider replied within a day. That isn\u2019t a service feature, but the strongest differentiator \u2013 and it was invisible online.<\/p><\/div><\/div>\n<\/div><\/section>\n<section class=\"competition\"><div class=\"wrap\">\n<div class=\"eyebrow\">The real competitive landscape<\/div>\n<h2>What the solar installer was really up against<\/h2>\n<p class=\"lead\">From the customer\u2019s point of view, he rarely competed with other solar firms. His real competition was this:<\/p>\n<div class=\"cmp-grid\"><div class=\"cmp-card cmp-nichtstun\"><div class=\"cmp-tag\">Doing nothing<\/div><h3>Simply staying with grid power<\/h3><p>Carrying on paying \u20ac330 in utility bills \u2013 until colleagues talked about their savings.<\/p><span class=\"cmp-verdict v-verworfen\">rejected<\/span><\/div><div class=\"cmp-card cmp-nichtstun\"><div class=\"cmp-tag\">Doing nothing<\/div><h3>Researching further, deciding later<\/h3><p>The decision was put off.<\/p><span class=\"cmp-verdict v-beibehalten\">kept<\/span><\/div><div class=\"cmp-card cmp-kategorie\"><div class=\"cmp-tag\">Same category<\/div><h3>A cheap stand-alone PV provider<\/h3><p>A low price signal, but without sector coupling or a proper specification.<\/p><span class=\"cmp-verdict v-verworfen\">rejected<\/span><\/div><div class=\"cmp-card cmp-andere\"><div class=\"cmp-tag\">Different category<\/div><h3>Solving the electric car \/ heat pump separately<\/h3><p>Sectors separate instead of coupled \u2013 no closed loop of self-generated power.<\/p><span class=\"cmp-verdict v-verworfen\">rejected<\/span><\/div><div class=\"cmp-card cmp-kategorie\"><div class=\"cmp-tag\">Same category<\/div><h3>The solar installer with sector coupling<\/h3><p>1-day response time + a coupled closed loop instead of a single product.<\/p><span class=\"cmp-verdict v-gew\u00e4hlt\">chosen<\/span><\/div><\/div>\n<p class=\"askline\">The strongest competitors were putting it off and staying on grid power \u2013 not the other solar firm.<\/p>\n<\/div><\/section>\n<section class=\"engpass\"><div class=\"wrap\">\n<div class=\"k\">The bottleneck<\/div>\n<p>The question that decided the purchase \u2013 <span class=\"hl\">\u2018Does a coupled system pay off for MY house?\u2019<\/span> \u2013 couldn\u2019t be answered online. The provider made its strongest advantages (1-day response time, sector coupling) invisible \u2013 and the advertising budget attracted exactly the stand-alone PV bargain hunters it didn\u2019t want.<\/p>\n<\/div><\/section>\n<section><div class=\"wrap\">\n<div class=\"eyebrow\">What the bottleneck revealed<\/div><h2>Five measures with the biggest leverage<\/h2>\n<p class=\"lead\">All without additional advertising budget \u2013 through visibility of the real advantages and the referral channel.<\/p>\n<p class=\"stake\">M1 was non-negotiable: the sector coupling calculator.<\/p>\n<div class=\"plan\"><div class=\"exp\" style=\"background:var(--cool);border-style:dashed\"><div class=\"top\"><span class=\"mid\">M1<\/span><span class=\"nv\">non-negotiable<\/span><\/div><h3>Sector coupling calculator on the website<\/h3><p>Enter household, electric car, heating \u2192 net savings, payback period, self-consumption rate. Zero marginal cost.<\/p><div class=\"goal\">Qualifies leads by itself, differentiates without price pressure.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M2<\/span><\/div><h3>Make a 24-hour response-time SLA visible<\/h3><p>A public call-back promise, the strongest differentiator as the headline promise.<\/p><div class=\"goal\">The invisible advantage becomes a selling point.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M3<\/span><\/div><h3>Reel series \u2018Figures from the neighbours\u2019<\/h3><p>Video series with real customers and real figures (\u20ac330\u2192\u20ac130, \u20ac450 a month).<\/p><div class=\"goal\">Advertising that feels like a conversation with a peer.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M4<\/span><\/div><h3>Three sector coupling package landing pages<\/h3><p>One per buying job instead of one message for everyone.<\/p><div class=\"goal\">Each job in its own language.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M5<\/span><\/div><h3>Referral\/peer programme with an incentive<\/h3><p>Activate existing customers and interview participants as the first wave.<\/p><div class=\"goal\">The cheapest, best-qualified channel, turned into a system.<\/div><\/div><\/div>\n<\/div><\/section>\n<section class=\"bridge\"><div class=\"wrap\">\n<div class=\"eyebrow\">And for your business?<\/div>\n<h2>This isn\u2019t a solar report. This is the method.<\/h2>\n<p>Traditional marketing measures the wrong things \u2013 clicks, reach, target audiences. Jobs to Be Done measures why people really buy, and puts everything that follows \u2013 product development, marketing, sales \u2013 on a sound footing. In a few weeks, you\u2019ll have this compass for your own business. And if you don\u2019t find out which job really makes your customers buy, your competitor might find out first.<\/p>\n<div class=\"cta-actions\">\n<a class=\"cta-btn\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Book an intro call<\/a>\n    <a class=\"cta-link\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">How a Customer Insights Sprint works \u2192<\/a>\n<\/div>\n<p class=\"bridge-scarcity\">We run six to eight sprints a year, depending on complexity.<\/p>\n<\/div><\/section>\n<div class=\"foot\"><div class=\"wrap\"><span class=\"mono\">Note:<\/span> A real JTBD analysis from 13 qualitative in-depth interviews and 4 segments (2026) \u2013 created with the JTBD Innovation Framework. The provider is anonymised as a solar installation company; the names Thorsten, Markus, Lena and Klaus each stand for one segment. Their quotes come from different buyers in that segment, translated from the German originals; cuts are marked with an ellipsis (\u2026).<\/div><\/div>\n<\/div>\n\n\n\n<div id=\"oc-redesign\">\n\n<section class=\"abschnitt eng grundidee fb\">\n  <div class=\"wrap\"><div class=\"inhalt\">\n<p class=\"body\"><strong>More cases:<\/strong> <a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-studies-understanding-customers-measurably-increasing-success\/\">All case studies &amp; interview analyses at a glance \u2192<\/a><\/p>\n  <\/div><\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>JTBD case study \u2013 solar: Four buying jobs of a solar installer One buyer shows a motive. Four show the market. Thorsten, Markus and Lena bought for completely different reasons, and Klaus hasn\u2019t decided yet \u2013 four very different buying jobs. We condensed 13 interviews into four segments, one bottleneck and five levers. A real [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"JTBD case study, solar: 4 buying jobs, not 1 solar customer","_yoast_wpseo_metadesc":"A real JTBD analysis of 13 interviews: why \u2018the solar customer\u2019 doesn\u2019t exist \u2013 four distinct buying jobs and what really wins the market.","_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-11928","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>JTBD case study, solar: 4 buying jobs, not 1 solar customer<\/title>\n<meta name=\"description\" content=\"A real JTBD analysis of 13 interviews: why \u2018the solar customer\u2019 doesn\u2019t exist \u2013 four distinct buying jobs and what really wins the market.\" \/>\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-solar-sector-coupling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"JTBD case study, solar: four buying jobs of a solar installer\" \/>\n<meta property=\"og:description\" content=\"A real JTBD analysis of 13 interviews: why \u2018the solar customer\u2019 doesn\u2019t exist \u2013 four distinct buying jobs and what really wins the market.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-solar-sector-coupling\/\" \/>\n<meta property=\"og:site_name\" content=\"Oberwasser Consulting\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-02T15:12:39+00:00\" \/>\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\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-solar-sector-coupling\\\/\",\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-solar-sector-coupling\\\/\",\"name\":\"JTBD case study, solar: 4 buying jobs, not 1 solar customer\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/#website\"},\"datePublished\":\"2026-11-02T09:54:51+00:00\",\"dateModified\":\"2026-11-02T15:12:39+00:00\",\"description\":\"A real JTBD analysis of 13 interviews: why \u2018the solar customer\u2019 doesn\u2019t exist \u2013 four distinct buying jobs and what really wins the market.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-solar-sector-coupling\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-solar-sector-coupling\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/jtbd-case-study-solar-sector-coupling\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"JTBD case study, solar: four buying jobs of a solar installer\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/oberwasser-consulting.de\\\/en\\\/\",\"name\":\"Oberwasser Consulting\",\"description\":\"Navigating Complexity. 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