{"id":7829,"date":"2025-04-04T23:06:22","date_gmt":"2025-04-04T21:06:22","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/"},"modified":"2026-08-30T14:42:23","modified_gmt":"2026-08-30T12:42:23","slug":"jobs-to-be-done-jtbd-understanding-customers-enabling-innovation","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/","title":{"rendered":"Jobs to Be Done (JTBD): Understanding customers. Enabling innovation."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Jobs to be Done (JTBD) is a method that explains why customers buy, switch or give up products. Peter Rochel has applied JTBD since 2006 and founded Oberwasser Consulting in Cologne, Germany, in 2014 \u2013 more than 700 client projects, from SMEs to corporations, show that the method works in practice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you want to build products that people really use &#8211; instead of features that gather dust in the statistics?<br \/>Then you don&#8217;t need another method. You need a <strong>perspective.<\/strong> <br \/><strong>Jobs to Be Done<\/strong> is exactly that: a change of perspective that helps you to stop guessing what customers want &#8211; and find out together with them.<\/p>\n\n<p class=\"wp-block-paragraph\">Because nobody needs a new product.<br \/>People want progress. JTBD shows you <strong>which one.<\/strong> <\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-ist-jobs-to-be-done\">What is Jobs to Be Done?<\/h2>\n\n<p class=\"wp-block-paragraph\">Jobs to Be Done (JTBD) is not a feel-good method for product teams.<br \/>It is a radical but objective approach to the question:<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>What really drives people when they buy, use or change a product?<\/em><\/p>\n<\/blockquote>\n\n<p class=\"wp-block-paragraph\">With JTBD, you can find out which <em>jobs<\/em> your customers want to do &#8211; and how they are failing at them today.<\/p>\n\n<p class=\"wp-block-paragraph\">Instead of guessing target groups or interpreting user behaviour, we talk to real people about what they do, feel and hope &#8211; just before they change.<br \/>The method was scientifically developed by Clayton Christensen (Harvard) and Tony Ulwick, among others, and is now used worldwide by companies such as Intercom, Lego and Bosch.<\/p>\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/about\/the-jobs-to-be-done-theory\/\">To the theory page<\/a><\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2 class=\"wp-block-heading\" id=\"h-warum-jtbd-wirkt-und-was-du-davon-hast\">Why JTBD works &#8211; and what you get out of it<\/h2>\n\n<p class=\"wp-block-paragraph\">With JTBD you can:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>\ud83d\ude80 <strong>Develop innovations that don&#8217;t gather dust in the lab cupboard<\/strong><\/li>\n\n\n\n<li>\ud83e\udde0 <strong>Understanding what really drives your customers &#8211; beyond target group phrases<\/strong><\/li>\n\n\n\n<li>\ud83c\udfaf <strong>Marketing-Botschaften treffen, die konvertieren<\/strong><\/li>\n\n\n\n<li>\u2692\ufe0f <strong>Building products that are used &#8211; not just bought<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Companies that work with us report on:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>up to<strong> 5-fold sales growth<\/strong><\/li>\n\n\n\n<li><strong>halved marketing costs<\/strong><\/li>\n\n\n\n<li>drastically <strong>shortened development cycles<\/strong><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">For example Mantrafant &#8211; Case Study<\/a><\/p>\n\n<h3 class=\"wp-block-heading\">A framework that makes the difference<\/h3>\n\n<p class=\"wp-block-paragraph\">If you want to know how Jobs-to-be-Done can be applied in practice &#8211; not as a loose method, but as an <strong>end-to-end system for research, strategy, design and implementation <\/strong>&#8211; then get to know our <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/the-jtbd-innovation-framework\/\">JTBD Innovation Framework<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">There you will find a structured overview of the four frameworks, all the tools and the common language that you can use to systematically identify customer needs and translate them into successful offers.<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2 class=\"wp-block-heading\" id=\"h-wie-du-mit-jtbd-loslegst\">How to get started with JTBD<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"h-1-jtbd-interviews-amp-research\">1. JTBD Interviews &amp; Research<\/h3>\n\n<p class=\"wp-block-paragraph\">Understand what people really do just before they buy &#8211; and why.<br \/>\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-research-and-product-development\/\">More about JTBD Research &amp; Product Development<\/a><\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-2-workshops-amp-trainings\">2. Workshops &amp; Trainings<\/h3>\n\n<p class=\"wp-block-paragraph\">Learn how to use JTBD in small, interactive formats &#8211; from interview techniques to team implementation.<br \/>\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-trainings-and-workshops\/\">To the workshops &amp; formats<\/a><\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-3-jtbd-tools-amp-canvas\">3 JTBD Tools &amp; Canvas<\/h3>\n\n<p class=\"wp-block-paragraph\">Visualise customer progress with tried-and-tested tools such as the <strong>Wheel of Progress.<br \/><\/strong>\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-free-tools\/\">Discover JTBD Tools &amp; Canvas<\/a><\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-uns-von-anderen-unterscheidet\">What sets us apart from others<\/h2>\n\n<p class=\"wp-block-paragraph\">Peter Rochel has been working with the jobs-to-be-done perspective since 2006, and under Oberwasser Consulting since 2014.<br \/>Not academically, but <strong>in the field<\/strong>: in more than 700 client projects, from start-ups to industrial groups.<\/p>\n\n<p class=\"wp-block-paragraph\">We have:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>the <strong>Wheel of Progress canvas<\/strong>, developed in 2019 by Eckhart B\u00f6hme and Peter Rochel<\/li>\n\n\n\n<li>a proprietary <strong><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/the-jtbd-innovation-framework\/\">JTBD framework <\/a><\/strong>that can be applied quickly<\/li>\n\n\n\n<li>a <strong><a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">nationwide training system<\/a><\/strong> for JTBD innovation<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">And: We don&#8217;t believe in buzzwords. We believe that you can do things better if you really understand people.<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2 class=\"wp-block-heading\" id=\"h-fur-wen-jtbd-besonders-relevant-ist\">For whom JTBD is particularly relevant<\/h2>\n\n<p class=\"wp-block-paragraph\">Do you want to know whether it&#8217;s worth getting started with JTBD? Then answer a question:<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Do you know the real reason why your customers bought &#8211; or not?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">If you are hesitant, JTBD is relevant for you.<br \/>Whether you:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>manage a product team<\/li>\n\n\n\n<li>are responsible for strategic innovation<\/li>\n\n\n\n<li>are faced with decisions as a founder or managing director<\/li>\n<\/ul>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n<h2 class=\"wp-block-heading\" id=\"h-jetzt-loslegen\">Get started now<\/h2>\n\n<p class=\"wp-block-paragraph\">JTBD is not a theory to read. It is a tool for action.<br \/>You can start using it tomorrow &#8211; and we&#8217;ll show you how. <\/p>\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/contact\/\">Arrange a free initial consultation<br \/><\/a>\ud83d\udc49 <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-trainings-and-workshops\/\">To our JTBD formats<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><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\n","protected":false},"excerpt":{"rendered":"<p>Jobs to be Done (JTBD) is a method that explains why customers buy, switch or give up products. Peter Rochel has applied JTBD since 2006 and founded Oberwasser Consulting in Cologne, Germany, in 2014 \u2013 more than 700 client projects, from SMEs to corporations, show that the method works in practice. Do you want to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10551,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"Want to know what really drives customers? With Jobs to Be Done (JTBD), you'll find out. 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