{"id":7823,"date":"2025-04-04T22:47:32","date_gmt":"2025-04-04T20:47:32","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/the-jtbd-innovation-framework\/"},"modified":"2026-09-25T15:24:01","modified_gmt":"2026-09-25T13:24:01","slug":"the-jtbd-innovation-framework","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/the-jtbd-innovation-framework\/","title":{"rendered":"The JTBD Innovation Framework"},"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) 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var(--linie-n);padding-top:32px;font-size:var(--fs-meta);color:var(--auf-navy);max-width:900px}\n<\/style>\n<section class=\"navy hero fb\">\n  <div class=\"wrap\">\n    <h1 class=\"display\">The JTBD <span class=\"duenn\">Innovation Framework<\/span><\/h1>\n    <p class=\"unterzeile\">gives you a systematic way to turn customer insights into strategy, products and growth.<\/p>\n  <\/div>\n<\/section>\n\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 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cy=\"112\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div><\/div>\n\n<section class=\"abschnitt eng grundidee fb\">\n  <div class=\"wrap\">\n    <p class=\"body\">The JTBD Innovation Framework was developed to support organisations in implementing customer-centric innovations consistently, comprehensibly and effectively.<br>It combines the perspective of customer progress with strategic decision-making logic and thus provides a structured basis for innovation projects, strategic orientation and market development.<\/p>\n    <p class=\"lead kurz\">Developed and refined in 700+ client projects, the framework links customer progress with strategic decision\u2011making. It helps teams move from isolated insights to repeatable, customer\u2011centric innovation.<\/p>\n    <p class=\"body hinweis\"><strong>Start using JTBD &#8211; Don&#8217;t just talk about it<\/strong> Click here for the next training course at UTXO Solutions.<\/p>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt struktur fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-struktur-des-frameworks\">Structure of the framework<\/h2><\/div>\n    <div class=\"raster zwei-sp\">\n      <figure class=\"bild\"><img data-dominant-color=\"b9baa9\" data-has-transparency=\"false\" style=\"--dominant-color: #b9baa9;\" loading=\"lazy\" decoding=\"async\" width=\"853\" height=\"1024\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c-853x1024.webp\" alt=\"Schematic representation of the JTBD Innovation Framework with strategy framework, project framework, design framework and research &amp; data framework\" class=\"wp-image-7854 size-full not-transparent\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c-853x1024.webp 853w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c-250x300.webp 250w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c-768x922.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c-1280x1536.webp 1280w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c.webp 1689w\" sizes=\"auto, (max-width: 853px) 100vw, 853px\" \/><\/figure>\n      <div class=\"r\">\n        <p class=\"lead\">The JTBD Innovation Framework is based on four interlocking frameworks and a system of standardised elements and tools.<br>These make it possible to systematically collect and structure qualitative customer insights and translate them into business decisions.<\/p>\n        <ul class=\"nummern\">\n          <li><strong>Strategy Frame<\/strong><\/li>\n          <li><strong>Project Frame<\/strong><\/li>\n          <li><strong>Research and Data Frame<\/strong><\/li>\n          <li><strong>Design Frame<\/strong><\/li>\n        <\/ul>\n        <p class=\"body\">The framework is supplemented by a set of tried-and-tested tools, including the Wheel of Progress, the Progress Design Map, the Progress Management Map and a customised Portfolio Map according to Osterwalder.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt grau rahmen fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-die-vier-rahmen-im-uberblick\">An overview of the four frames<\/h2><\/div>\n    <div class=\"raster rahmen-zeile\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">01<\/p>\n      <div class=\"inhalt\">\n        <h3 id=\"h-strategierahmen\">Strategy Frame<\/h3>\n        <p class=\"body\">The strategy framework defines how organisations can use findings from customer research to align themselves with actual customer needs in the short, medium and long term.<br\/>The aim is to develop strategies that are viable in all <a href=\"https:\/\/oberwasser-consulting.de\/en\/the-three-types-of-innovation\/\">three fields of innovation (sustaining, process and market-creating innovation)<\/a> &#8211; and make the organisation resilient to disruption.<\/p>\n        <p class=\"body\">The strategy framework is primarily aimed at management level and executive management and serves as a starting point for company-wide alignment and prioritisation.<\/p>\n      <\/div>\n    <\/div>\n    <div class=\"raster rahmen-zeile\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">02<\/p>\n      <div class=\"inhalt\">\n        <h3 id=\"h-projektrahmen\">Project Frame<\/h3>\n        <p class=\"body\">The project framework translates strategic intentions into concrete projects.<br\/>It describes how the framework can be applied to specific business objectives &#8211; e.g. in the context of product development, market entry strategies or the redesign of value propositions.<\/p>\n        <p class=\"body\">It provides a methodological framework for the integration of interdisciplinary teams, schedules and decision-making processes.<\/p>\n      <\/div>\n    <\/div>\n    <div class=\"raster rahmen-zeile\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">03<\/p>\n      <div class=\"inhalt\">\n        <h3 id=\"h-research-und-datenrahmen\">Research and Data Frame<\/h3>\n        <p class=\"body\">This framework provides the methodological foundation for collecting, analysing and structuring qualitative data.<br\/>The focus is on JTBD interviews, progress patterns and the analysis of central elements such as functional, emotional and social tasks, forces, contexts and events.<\/p>\n        <p class=\"body\">The insights gained form the basis for strategic decisions, product architecture, marketing and communication.<\/p>\n      <\/div>\n    <\/div>\n    <div class=\"raster rahmen-zeile\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">04<\/p>\n      <div class=\"inhalt\">\n        <h3 id=\"h-designrahmen\">Design Frame<\/h3>\n        <p class=\"body\">The design framework supports the development and evaluation of solution approaches.<br\/>It translates qualitative findings into structured hypotheses and allows problem-solution fit to be defined and iteratively tested across all phases of the progress cycle.<\/p>\n        <p class=\"body\">Special attention is paid to the targeted use of the Progress Design Map and its integration into existing development processes.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt integriert fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-integriertes-corporate-research-amp-business-development\">Integrated Corporate Research &amp; Business Development<\/h2><\/div>\n    <div class=\"raster zwei-sp\">\n      <div class=\"l\">\n        <p class=\"lead\">The JTBD Innovation Framework not only provides individual methods or tools, but also forms a <strong>fully integrated system for strategic research management.<\/strong><\/p>\n        <p class=\"body\">It supports organisations in setting up and <strong>conducting structured, continuous customer research<\/strong> &#8211; regardless of whether the focus is on product development, business model expansion or market positioning.<\/p>\n      <\/div>\n      <div class=\"r\">\n        <p class=\"body\">The insights gained are not documented in the framework in isolation, but are systematically incorporated into:<\/p>\n        <ul class=\"liste\">\n          <li><strong>Business development and portfolio management<\/strong><\/li>\n          <li><strong>Marketing and sales strategies<\/strong><\/li>\n          <li><strong>Sustainably profitable corporate development<\/strong><\/li>\n        <\/ul>\n        <p class=\"body\">The goal is a <strong>learning, customer-centric company<\/strong> that not only recognises change, but actively shapes it.<\/p>\n      <\/div>\n    <\/div>\n    <div class=\"raster poster\">\n      <figure><img data-dominant-color=\"dfe2e4\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en-724x1024.webp\" alt=\"Visual overview of the JTBD Innovation Framework with four frameworks - Strategy, Project, Design, Research - and tools such as Wheel of Progress, Progress Design Map and Management Map\" class=\"wp-image-10742 not-transparent\" style=\"--dominant-color: #dfe2e4; width:840px;height:auto\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en-724x1024.webp 724w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en-212x300.webp 212w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en-768x1086.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en-1086x1536.webp 1086w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en-1448x2048.webp 1448w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/jtbd-innovation-framework-overview-4-9-en.webp 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><figcaption class=\"wp-element-caption\">Holistic overview: The JTBD Innovation Framework in action &#8211; from target definition and customer interviews to the development and evaluation of innovations.<\/figcaption><\/figure>\n      <div class=\"r\">\n        <p class=\"body\"><strong>Poster as PDF:<\/strong> The complete framework poster (version 4.9, English edition) is permanently citable on Zenodo &#8211; <a href=\"https:\/\/doi.org\/10.5281\/zenodo.21985280\" target=\"_blank\" rel=\"noopener\">download via DOI 10.5281\/zenodo.21985280<\/a>. Licence: CC BY-NC-SA 4.0.<\/p>\n        <p class=\"meta\"><em>Suggested citation: Rochel, Peter (2026): JTBD Innovation Framework &#8211; Poster (English edition), Version 4.9. Zenodo. https:\/\/doi.org\/10.5281\/zenodo.21985280<\/em><\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt werkzeuge fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-zentrale-werkzeuge-im-uberblick\">Central tools at a glance<\/h2><\/div>\n    <figure class=\"breitbild\"><img data-dominant-color=\"f1f2f2\" data-has-transparency=\"false\" style=\"--dominant-color: #f1f2f2;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-1024x576.webp\" alt=\"Visualisation of the central JTBD tools for innovation and transformation: Portfolio Map, Business Model Canvas, Progress Management Map, Progress Design Map and Wheel of Progress Canvas\" class=\"wp-image-7870 not-transparent\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-1024x576.webp 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-300x169.webp 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-768x432.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-1536x864.webp 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-2048x1152.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">This overview shows the most important tools of the JTBD Innovation Framework and their respective functions within the innovation process.<\/figcaption><\/figure>\n    <p class=\"lead\">The JTBD Innovation Framework provides several tools that can be used in all frameworks. These tools are modular, visual and linked by a common language.<\/p>\n    <div class=\"wz-liste\">\n      <div class=\"wz raster\"><span class=\"nr\" aria-hidden=\"true\">01<\/span><h3 id=\"h-wheel-of-progress\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/wheel-of-progress-canvas-making-customer-needs-visible-and-managing-innovation-in-a-targeted-manner\/\">Wheel of Progress<\/a><\/h3><p>Models the progress cycle of customers and makes visible the conditions under which people are prepared to leave existing solutions.<\/p><\/div>\n      <div class=\"wz raster\"><span class=\"nr\" aria-hidden=\"true\">02<\/span><h3 id=\"h-progress-design-map\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/progress-design-map-visual-tool-for-innovation-and-jtbd\/\">Progress Design Map<\/a><\/h3><p>Enables the targeted development and validation of solution approaches in all phases of the progress cycle.<\/p><\/div>\n      <div class=\"wz raster\"><span class=\"nr\" aria-hidden=\"true\">03<\/span><h3 id=\"h-progress-management-map\">Progress Management Map<\/h3><p>A visual control tool that helps to link customer progress with key figures. It supports the reduction of the total cost of acquisition (TCA) and the prioritisation of customer-relevant activities.<\/p><\/div>\n      <div class=\"wz raster\"><span class=\"nr\" aria-hidden=\"true\">04<\/span><h3 id=\"h-business-model-canvas-erweitert\">Business Model Canvas<\/h3><p>Supplemented by progress elements, this version of the canvas enables a differentiated view of value creation in the context of real customer tasks.<\/p><\/div>\n      <div class=\"wz raster\"><span class=\"nr\" aria-hidden=\"true\">05<\/span><h3 id=\"h-portfolio-map-angepasst\">Portfolio Map (customised)<\/h3><p>A strategic tool for visualising and managing business models in the areas of tension between exploration and exploitation.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"abschnitt fortschritt fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-fortschrittselemente-die-gemeinsame-sprache\">Elements of progress &#8211; the common language<\/h2><\/div>\n    <div class=\"raster zwei-sp\">\n      <div class=\"l\"><p class=\"body\">A central component of the framework is the system of progress elements.<br\/>It provides a standardised terminology for describing customer needs, tasks, contexts and changes. The elements can be visually coded, combined and systematically analysed.<\/p><\/div>\n      <div class=\"r\"><p class=\"lead\">This \u2018periodic table of customer needs\u2019 is the basis for all tools in the framework.<br\/>It ensures clarity in communication &#8211; both within teams and in strategic management.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<section class=\"navy abschnitt anwendung fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <div class=\"l\">\n        <h2 id=\"h-anwendung-amp-umsetzung\">Application &amp; implementation<\/h2>\n        <p class=\"body\">The JTBD Innovation Framework is used by Oberwasser Consulting and UTXO Solutions as part of projects, training and implementation formats.<br>If you would like to know how the framework can be applied in your specific context, please contact us for a non-binding initial consultation.<\/p>\n        <p class=\"cta\">\u27a1\ufe0f <a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/en\/contact\/\">Get in touch now<\/a><\/p>\n      <\/div>\n    <\/div>\n    <p class=\"marke-hinweis\"><em>The Wheel of Progress\u00ae was developed in 2019 by Eckhart B\u00f6hme and Peter Rochel. The name is a registered word mark held by Eckhart B\u00f6hme in Germany and the European Union.<\/em><\/p>\n  <\/div>\n<\/section>\n<\/div>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"DefinedTermSet\",\n  \"@id\": \"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/the-jtbd-innovation-framework\/#framework-en\",\n  \"name\": \"JTBD Innovation Framework\",\n  \"description\": \"Framework for Jobs-to-be-Done-based customer research and innovation development \u2013 four frames, a set of field-tested tools and defined phases of progress. 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The JTBD Innovation Framework was developed to support organisations in implementing customer-centric innovations consistently, comprehensibly and effectively.It combines the perspective of customer progress with strategic decision-making logic and thus provides a structured basis for innovation projects, strategic [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10553,"parent":7829,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"Systematically customer-centred: The JTBD Innovation Framework combines customer research with strategy, business development & profitable innovation.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_opengraph-image":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/OC_2026_Bridge_ChartTable_JTBDFramework_16x9_2560x1440_EN_v01.webp","_yoast_wpseo_opengraph-image-id":"10553","_yoast_wpseo_twitter-title":"","_yoast_wpseo_twitter-description":"","footnotes":""},"class_list":["post-7823","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>The JTBD Innovation Framework &#8226; 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