\n\n
Structure of the framework<\/h2>\n\n![\"Schematic](\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-uebersicht-grafik_c-853x1024.webp\")
<\/figure>\nThe JTBD Innovation Framework is based on four interlocking frameworks and a system of standardised elements and tools.
\n- Strategy Frame<\/strong><\/li>\n\n\n\n
- Project Frame<\/strong><\/li>\n\n\n\n
- Research and Data Frame<\/strong><\/li>\n\n\n\n
- Design Frame<\/strong><\/li>\n<\/ul>\n\n\n\n
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><\/div>\n\n
\n\nAn overview of the four frames<\/h2>\n\nStrategy Frame<\/h3>\n\n
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.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\n
\n\nProject Frame<\/h3>\n\n
The project framework translates strategic intentions into concrete projects.
It provides a methodological framework for the integration of interdisciplinary teams, schedules and decision-making processes.<\/p>\n\n
\n\nResearch and Data Frame<\/h3>\n\n
This framework provides the methodological foundation for collecting, analysing and structuring qualitative data.
The insights gained form the basis for strategic decisions, product architecture, marketing and communication.<\/p>\n\n
\n\nDesign Frame<\/h3>\n\n
The design framework supports the development and evaluation of solution approaches.
Special attention is paid to the targeted use of the Progress Design Map and its integration into existing development processes.<\/p>\n\n
\n\nIntegrated Corporate Research & Business Development<\/h2>\n\n
The JTBD Innovation Framework not only provides individual methods or tools, but also forms a fully integrated system for strategic research management.<\/strong><\/p>\n\nIt supports organisations in setting up and conducting structured, continuous customer research<\/strong> – regardless of whether the focus is on product development, business model expansion or market positioning.<\/p>\n\nThe insights gained are not documented in the framework in isolation, but are systematically incorporated into:<\/p>\n\n
\n- Business development and portfolio management<\/strong><\/li>\n\n\n\n
- Marketing and sales strategies<\/strong><\/li>\n\n\n\n
- Sustainably profitable corporate development<\/strong><\/li>\n<\/ul>\n\n
The goal is a learning, customer-centric company<\/strong> that not only recognises change, but actively shapes it.<\/p>\n\n![\"Visual](\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-innovation-framework-gesamtuebersicht_48_EN-724x1024.webp\")
Holistic overview: The JTBD Innovation Framework in action – from target definition and customer interviews to the development and evaluation of innovations.<\/figcaption><\/figure>\n\n
\n\nCentral tools at a glance<\/h2>\n\n![\"Visualisation](\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/jtbd-tools-innovation-transformation-uebersicht_EN-1024x576.webp\")
This overview shows the most important tools of the JTBD Innovation Framework and their respective functions within the innovation process.<\/figcaption><\/figure>\n\nThe 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\n
Wheel of Progress<\/a><\/h3>\n\nModels the progress cycle of customers and makes visible the conditions under which people are prepared to leave existing solutions.<\/p>\n\n
Progress Design Map<\/a><\/h3>\n\nEnables the targeted development and validation of solution approaches in all phases of the progress cycle.<\/p>\n\n
Progress Management Map<\/h3>\n\n
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>\n\n
Business Model Canvas<\/h3>\n\n
Supplemented by progress elements, this version of the canvas enables a differentiated view of value creation in the context of real customer tasks.<\/p>\n\n
Portfolio Map (customised)<\/h3>\n\n
A strategic tool for visualising and managing business models in the areas of tension between exploration and exploitation.<\/p>\n\n
\n\nElements of progress – the common language<\/h2>\n\n
A central component of the framework is the system of progress elements.
This \u2018periodic table of customer needs\u2019 is the basis for all tools in the framework.
\n\nApplication & implementation<\/h2>\n\n
The JTBD Innovation Framework is used by Oberwasser Consulting and UTXO Solutions as part of projects, training and implementation formats.
\u27a1\ufe0f Get in touch now<\/a><\/p>\n\n<\/p>\n\n\n\n
<\/figure>The JTBD Innovation Framework is based on four interlocking frameworks and a system of standardised elements and tools.
- \n
- Strategy Frame<\/strong><\/li>\n\n\n\n
- Project Frame<\/strong><\/li>\n\n\n\n
- Research and Data Frame<\/strong><\/li>\n\n\n\n
- Design Frame<\/strong><\/li>\n<\/ul>\n\n\n\n
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><\/div>\n\n
\n\nAn overview of the four frames<\/h2>\n\n
Strategy Frame<\/h3>\n\n
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.
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\n
\n\nProject Frame<\/h3>\n\n
The project framework translates strategic intentions into concrete projects.
It provides a methodological framework for the integration of interdisciplinary teams, schedules and decision-making processes.<\/p>\n\n
\n\nResearch and Data Frame<\/h3>\n\n
This framework provides the methodological foundation for collecting, analysing and structuring qualitative data.
The insights gained form the basis for strategic decisions, product architecture, marketing and communication.<\/p>\n\n
\n\nDesign Frame<\/h3>\n\n
The design framework supports the development and evaluation of solution approaches.
Special attention is paid to the targeted use of the Progress Design Map and its integration into existing development processes.<\/p>\n\n
\n\nIntegrated Corporate Research & Business Development<\/h2>\n\n
The JTBD Innovation Framework not only provides individual methods or tools, but also forms a fully integrated system for strategic research management.<\/strong><\/p>\n\n
It supports organisations in setting up and conducting structured, continuous customer research<\/strong> – regardless of whether the focus is on product development, business model expansion or market positioning.<\/p>\n\n
The insights gained are not documented in the framework in isolation, but are systematically incorporated into:<\/p>\n\n
- \n
- Business development and portfolio management<\/strong><\/li>\n\n\n\n
- Marketing and sales strategies<\/strong><\/li>\n\n\n\n
- Sustainably profitable corporate development<\/strong><\/li>\n<\/ul>\n\n
The goal is a learning, customer-centric company<\/strong> that not only recognises change, but actively shapes it.<\/p>\n\n
Holistic overview: The JTBD Innovation Framework in action – from target definition and customer interviews to the development and evaluation of innovations.<\/figcaption><\/figure>\n\n
\n\nCentral tools at a glance<\/h2>\n\n
This overview shows the most important tools of the JTBD Innovation Framework and their respective functions within the innovation process.<\/figcaption><\/figure>\n\n 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\n
Wheel of Progress<\/a><\/h3>\n\n
Models the progress cycle of customers and makes visible the conditions under which people are prepared to leave existing solutions.<\/p>\n\n
Progress Design Map<\/a><\/h3>\n\n
Enables the targeted development and validation of solution approaches in all phases of the progress cycle.<\/p>\n\n
Progress Management Map<\/h3>\n\n
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>\n\n
Business Model Canvas<\/h3>\n\n
Supplemented by progress elements, this version of the canvas enables a differentiated view of value creation in the context of real customer tasks.<\/p>\n\n
Portfolio Map (customised)<\/h3>\n\n
A strategic tool for visualising and managing business models in the areas of tension between exploration and exploitation.<\/p>\n\n
\n\nElements of progress – the common language<\/h2>\n\n
A central component of the framework is the system of progress elements.
This \u2018periodic table of customer needs\u2019 is the basis for all tools in the framework.
\n\nApplication & implementation<\/h2>\n\n
The JTBD Innovation Framework is used by Oberwasser Consulting and UTXO Solutions as part of projects, training and implementation formats.
\u27a1\ufe0f Get in touch now<\/a><\/p>\n\n
<\/p>\n\n\n\n
- Marketing and sales strategies<\/strong><\/li>\n\n\n\n
- Project Frame<\/strong><\/li>\n\n\n\n