{"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":"2026-10-02T18:27:34","modified_gmt":"2026-10-02T16:27:34","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<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;}\nbody:has(#oc-redesign) main{container-type:inline-size;}\n#oc-redesign .fb{width:100cqw;max-width:100cqw;margin-left:calc(50% - 50cqw);margin-right:calc(50% - 50cqw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) main>.container>.row>.col-12.content-col>h1:first-child{display:block!important;box-sizing:border-box;width:100cqw;max-width:100cqw;margin:0 calc(50% - 50cqw)!important;padding:112px max(64px,calc((100cqw - 1440px)\/2 + 64px)) 0;background:#0F2C4A;color:#F4F6F8!important;font-family:Inter,Helvetica,Arial,sans-serif;font-size:92px;line-height:.98;letter-spacing:-.045em;font-weight:700;text-transform:none;text-align:left;overflow-wrap:break-word;hyphens:manual;}\n@media (max-width:760px){body:has(#oc-redesign) 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.faq-abschnitt>.wrap>h2:first-child{margin-top:0}\n#oc-redesign .faq-abschnitt .yoast-faq{margin-top:48px}\n#oc-redesign .faq-abschnitt .praxis{margin-top:72px;max-width:760px}\n#oc-redesign .faq-abschnitt .praxis a{color:var(--navy);text-decoration:underline;text-underline-offset:4px;text-decoration-thickness:1px}\n#oc-redesign .faq-abschnitt .praxis strong{color:var(--navy);font-weight:600}\n#oc-redesign .oc-cluster-nav .inhalt ul.liste li a{color:var(--navy)}\n#oc-redesign .ocradar .inhalt>p{max-width:760px}\n#oc-redesign .abschnitt.ocradar{padding:96px 0}\n@media (max-width:760px){#oc-redesign .hero .leitsatz{margin-top:32px;font-size:20px}\n#oc-redesign .stufen{grid-template-columns:1fr;gap:56px;margin-top:64px}\n#oc-redesign .stufen::before{display:none}\n#oc-redesign .stufen li{padding:40px 0 0 0;border-top:1px solid var(--linie)}\n#oc-redesign .stufen li::before{top:-7px}\n#oc-redesign .stufen li::after{top:12px;left:auto;right:0;font-size:21px}\n#oc-redesign .nachsatz{margin-top:56px}\n#oc-redesign .hervor.beispiel-satz p{font-size:19px}\n#oc-redesign .angebot .raster>.inhalt{grid-column:1\/13}\n#oc-redesign .angebot p.lead{font-size:20px}\n#oc-redesign blockquote.zitat{font-size:26px}\n#oc-redesign ul.liste.kennzahlen-liste{grid-template-columns:1fr;gap:24px}\n#oc-redesign ul.liste.kennzahlen-liste li strong{font-size:32px}\n#oc-redesign .weg2{grid-template-columns:1fr;row-gap:8px}\n#oc-redesign .weg2 h3{font-size:19px}\n#oc-redesign .studie-karte{grid-template-columns:1fr;padding:24px}\n#oc-redesign .studie-karte .g{margin-top:32px}\n#oc-redesign .studie-karte h2{font-size:24px}\n#oc-redesign .frage-gross{font-size:26px}\n#oc-redesign .faq-abschnitt>.wrap>h2{margin-top:72px}}\n<\/style>\n<section class=\"navy hero fb\">\n<div class=\"wrap\">\n<p class=\"leitsatz\">The <strong>Jobs to be Done (JTBD) method<\/strong> explains why people buy a product, switch or leave it on the shelf. They do not buy it for its own sake; they \u201chire\u201d it to make progress in a particular situation. That progress is the job, and people choose whatever gets it done best.<\/p>\n<p class=\"body klein\" style=\"margin-top:28px\"><a href=\"https:\/\/www.youtube.com\/watch?v=99j1mRR9NPs\">Listen in: Jobs to be Done basics \u2013 why demographics don\u2019t explain your customers (Innovate+Upgrade podcast, 45 min, YouTube, in German)<\/a><\/p>\n<\/div>\n<\/section>\n<div class=\"stroemung\" aria-hidden=\"true\"><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 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stroke-width=\"1.1\"\/><mask id=\"anim-d-m\" maskUnits=\"userSpaceOnUse\" x=\"0\" y=\"0\" width=\"1440\" height=\"220\"><path class=\"k-maske\" d=\"M 1450 26 C 1037 11 835 202 490 136 S 144 88 65 189\" pathLength=\"1\" fill=\"none\" stroke=\"#fff\" stroke-width=\"14\"\/><\/mask><path d=\"M 1450 26 C 1037 11 835 202 490 136 S 144 88 65 189\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"3.5\" stroke-linecap=\"round\" stroke-dasharray=\"0 12\" mask=\"url(#anim-d-m)\"\/><circle class=\"k-ring\" cx=\"65\" cy=\"189\" r=\"6\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"1.5\"\/><circle cx=\"65\" cy=\"189\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div>\n<section class=\"abschnitt kapitel fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-so-geht-die-methode\">How the method works in four steps<\/h2>\n<\/div>\n<\/div>\n<div class=\"stufen-breit\"><ol class=\"stufen\">\n<li><strong>Choose a real purchase:<\/strong> You talk to people who have recently bought, switched or given up. In other words, not to people who are merely wishing for something.<\/li>\n\n\n\n<li><strong>Trace the path back:<\/strong> When did the old solution start to get in the way, what triggered the search, which alternatives were on the table?<\/li>\n\n\n\n<li><strong>Sort the four forces:<\/strong> Pressure from the old situation (push) and the appeal of the new solution (pull) drive the switch. Worries (anxiety) and habit hold it back. And people only buy once the driving forces win out.<\/li>\n\n\n\n<li><strong>Define the job:<\/strong> What progress does the person want to make in this situation, practically and emotionally? That is your yardstick for how well your offer gets the job done.<\/li>\n<\/ol><\/div>\n<div class=\"raster nachsatz\"><div class=\"inhalt\" style=\"grid-column:4\/13\">\n<div class=\"hervor beispiel-satz\"><p class=\"body\">Take the yoga mat brand Mantrafant, which no longer exists. One buyer in the study had slipped during her fifth sun salutation and had five mats in her basket. But she only bought once her yoga teacher sent her the link. In other words, what sold was grip, not looks.<\/p><\/div>\n<p class=\"lead rekon\"><strong>That is why JTBD is not a survey but a reconstruction.<\/strong> The interview technique comes from investigative interviewing \u2013 not because customers are suspects, but because only this craft draws motives out of what people have already done. <strong>Ask customers what they want and you collect wishes; reconstruct what they did and you find the job.<\/strong><\/p>\n<\/div><\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt grau angebot fb\">\n<div class=\"wrap\"><div class=\"raster\"><div class=\"inhalt\">\n<p class=\"lead\">I have been working with <a href=\"https:\/\/oberwasser-consulting.de\/en\/origin-of-jobs-to-be-done-theory-where-the-method-comes-from-and-why-it-is-so-valuable\/\">Jobs to be Done<\/a> since 2006, and since 2014 with Oberwasser Consulting in Cologne, in more than 700 client projects. If you want to get started yourself, you will find the tools further down. Is a decision stuck because nobody can say why your customers buy? Then we run these interviews for you in the Customer Insights Sprint \u2013 usually two to six weeks from the first interview to a sound basis for your decision.<\/p>\n<p class=\"cta\"><a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">View the Customer Insights Sprint<\/a><\/p>\n<\/div><\/div><\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-was-ist-jtbd\">What is JTBD?<\/h2>\n<p class=\"body\">Jobs to Be Done (JTBD) is not a feel-good method for product teams.<br>It is a radical but matter-of-fact approach to the question:<\/p>\n<blockquote class=\"zitat\">\n<p><em>What really drives people when they buy, use or switch a product?<\/em><\/p>\n<\/blockquote>\n<p class=\"body\">With JTBD you find out which <em>jobs<\/em> your customers want to get done \u2013 and how they are failing at them today. More on the patterns behind this: <a href=\"https:\/\/oberwasser-consulting.de\/en\/why-companies-fail-and-how-jtbd-helps-to-develop-products-that-customers-really-want\/\">Why 9 out of 10 new products miss the market<\/a>.<\/p>\n<p class=\"body\">Instead of guessing at target groups or interpreting user behaviour, we talk to real people about what they do, feel and hope for \u2013 shortly before they change.<br>The method was developed scientifically, among others by Clayton Christensen (Harvard) and Tony Ulwick, and is used today by companies worldwide such as Intercom, Lego and Bosch.<\/p>\n<p class=\"cta\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/\">Go to the JTBD guide<\/a><\/p>\n<p class=\"body\"><a href=\"https:\/\/oberwasser-consulting.de\/mehr-fokus-weniger-features-jtbd-vortrag\/\">Watch Peter Rochel\u2019s talk \u201cMore focus, fewer features \u2013 understanding customer needs with Jobs to Be Done\u201d at Product Owner Day 2025 in Cologne (in German).<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-warum-jtbd-wirkt-und-was-du-davon-hast\">Why JTBD works \u2013 and what you get out of it<\/h2>\n<p class=\"body\">With JTBD you can:<\/p>\n<ul class=\"liste\">\n<li><strong>Develop innovations that don\u2019t end up gathering dust in the lab<\/strong><\/li>\n\n\n\n<li><strong>Understand what really drives your customers<\/strong> \u2013 beyond target-group clich\u00e9s<\/li>\n\n\n\n<li><strong>Craft marketing messages that convert<\/strong><\/li>\n\n\n\n<li><strong>Build products that get used \u2013 not just bought<\/strong><\/li>\n<\/ul>\n<p class=\"body\">Companies that work with us report:<\/p>\n<ul class=\"liste kennzahlen-liste\">\n<li>up to <strong>fivefold revenue growth<\/strong><\/li>\n\n\n\n<li><strong>marketing costs cut in half<\/strong><\/li>\n\n\n\n<li>dramatically <strong>shorter development cycles<\/strong><\/li>\n<\/ul>\n<p class=\"body\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">For example, Mantrafant \u2013 case study<\/a> \u00b7 <a href=\"https:\/\/oberwasser-consulting.de\/jtbd-case-study-e-bike-kaufentscheidung\/\">Or: eight e-bike buyers, eight different reasons (in German)<\/a><\/p>\n<h3>A framework that makes the difference<\/h3>\n<p class=\"body\">If you want to know how Jobs to be Done can be applied in practice \u2013 not as a loose method, but as an <strong>end-to-end system for research, strategy, design and implementation<\/strong> \u2013 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<p class=\"body\">There you will find a structured overview of the four frameworks, all the tools and the shared language you can use to capture customer needs systematically and translate them into successful offers.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-wie-du-mit-jtbd-loslegst\">How to get started with JTBD<\/h2>\n<div class=\"wege-liste\">\n<div class=\"weg2\"><h3 id=\"h-1-jtbd-interviews-amp-research\">1. JTBD Interviews &amp; Research<\/h3>\n<p class=\"body\">Understand what people really do shortly before they buy \u2013 and why.<br><a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-research-and-product-development\/\">More on JTBD research &amp; product development<\/a><\/p><\/div>\n<div class=\"weg2\"><h3 id=\"h-2-workshops-amp-trainings\">2. Workshops &amp; Training<\/h3>\n<p class=\"body\">Learn in small, interactive formats how to apply JTBD \u2013 from interview technique to implementation in your team.<br><a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Explore the in-house workshop Mastering JTBD \u2013 Understand your customers. Prove your impact. (from \u20ac14,500 net)<\/a><\/p><\/div>\n<div class=\"weg2\"><h3 id=\"h-3-jtbd-tools-amp-canvas\">3. JTBD Tools &amp; Canvas<\/h3>\n<p class=\"body\">Visualise customer progress with tried-and-tested tools such as the <strong>Wheel of Progress<\/strong>.<br><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-free-tools\/\">Discover JTBD tools &amp; canvas<\/a><\/p><\/div>\n<\/div>\n<h3 class=\"reality\">How well do you really know your customers?<\/h3>\n<p class=\"body\">Before you dive into interviews, workshops or tools, find out whether your product decisions are based on real customer data \u2013 or on assumptions that feel right. The <strong>JTBD Reality Check<\/strong> shows you in 15 minutes where the gaps are.<\/p>\n<div class=\"studie-karte btc-study-hero\">\n<div class=\"t\">\n<span class=\"eyebrow\">JTBD research: the results<\/span>\n<h2>What does Jobs to be Done research actually look like?<\/h2>\n<p>See it in a real case: the Bitcoin Adoption Study 2026 \u2013 35 in-depth interviews, 6 buyer segments, 1,207 coded evidence cards, analysed with the Wheel of Progress. No personas, no gut feeling \u2013 evidenced job logic you can base decisions on.<\/p>\n<p class=\"cta\"><a class=\"textlink btc-btn\" href=\"https:\/\/oberwasser-consulting.de\/btc-adoption-studie\/\">View the study (in German) &rarr;<\/a><\/p>\n<\/div>\n<div class=\"g\" aria-hidden=\"true\"><span class=\"r1\"><\/span><span class=\"r2\"><\/span><\/div>\n<\/div>\n<p class=\"cta\"><a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/kundenverstaendnis-checkliste-kunden-besser-verstehen-oberwasser\/\">Start the free Reality Check (in German)<\/a><\/p>\n<p class=\"body unter-knopf klein\">10-page PDF workbook \u2013 sent straight to your inbox. No spam, unsubscribe at any time.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-was-uns-von-anderen-unterscheidet\">What sets us apart<\/h2>\n<p class=\"lead rekon\">Peter Rochel has been working with the Jobs to be Done perspective since 2006, and since 2014 with Oberwasser Consulting.<br>Not academically, but <strong>in the field<\/strong>: in more than 700 client projects, from start-ups to industrial groups.<\/p>\n<p class=\"body\">We have:<\/p>\n<ul class=\"liste\">\n<li>developed the <strong>Wheel of Progress canvas<\/strong> together with Eckhart B\u00f6hme<\/li>\n\n\n\n<li>created our own <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>built a <strong>training system across Germany<\/strong> for JTBD innovation<\/li>\n<\/ul>\n<p class=\"body\">And: we don\u2019t believe in buzzwords. We believe that you make things better when you truly understand people.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-fur-wen-jtbd-besonders-relevant-ist\">Who JTBD is particularly relevant for<\/h2>\n<p class=\"body\">Want to know whether getting started with JTBD is worth it? Then answer one question:<\/p>\n<p class=\"frage-gross\"><strong>Do you know the real reason why your customers bought \u2013 or didn\u2019t?<\/strong><\/p>\n<p class=\"body\">If you hesitate, JTBD is relevant to you.<br>Whether you:<\/p>\n<ul class=\"liste\">\n<li>lead a product team<\/li>\n\n\n\n<li>are responsible for strategic innovation<\/li>\n\n\n\n<li>face decisions as a founder or managing director<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt kapitel navy schluss-kapitel fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2 id=\"h-jetzt-loslegen\">Get started now<\/h2>\n<p class=\"lead\">JTBD is not a theory to read. It is a tool for action.<br>You can start tomorrow \u2013 and we\u2019ll show you how.<\/p>\n<p class=\"wege-links\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/contact\/\">Book a free initial call<\/a><br><a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Our most popular workshop, as in-house training: Mastering JTBD \u2013 Understand your customers. Prove your impact. (from \u20ac14,500 net)<\/a><br><a href=\"https:\/\/oberwasser-consulting.de\/passt-jtbd\/\"><strong>Is JTBD right for you? \u2192 Find out (in German)<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt faq-abschnitt fb\">\n<div class=\"wrap\">\n<h2 id=\"h-faq\">Frequently asked questions<\/h2>\n<div class=\"yoast-faq\">\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1779107909852-09503f09\"><strong class=\"schema-faq-question\">What is Jobs to be Done (JTBD)?<\/strong> <p class=\"schema-faq-answer\">Jobs to be Done is a research and strategy framework that reconstructs the progress a customer wants to make with a purchase \u2013 rather than asking who they are. At its centre is the specific trigger that pushes someone away from what they did before and towards a new solution.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775914093616-ad6e34d4\"><strong class=\"schema-faq-question\">How do I find out what customers really want?<\/strong> <p class=\"schema-faq-answer\">By asking not what people wish for, but what progress they want to make in a specific situation. The Jobs to be Done method provides a structured interview process that makes the real purchase triggers visible \u2013 regardless of demographics or personas.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775914093619-99e908ca\"><strong class=\"schema-faq-question\">Why do customers buy a product \u2013 and why do they switch?<\/strong> <p class=\"schema-faq-answer\">Customers buy when a product helps them get an important task done better than their current solution. They switch when the pain of the current solution is great enough and an alternative credibly promises to deliver the progress they want. JTBD makes this dynamic open to systematic analysis.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775218766681-1cbd9298\"><strong class=\"schema-faq-question\">What is the difference between Jobs to be Done and personas?<\/strong> <p class=\"schema-faq-answer\">Personas describe demographic characteristics: age, occupation, interests. Useful for targeting \u2013 but of no use in explaining purchase decisions. JTBD asks instead: in what situation does someone decide to switch, and what progress do they want to make by doing so? Two people with an identical persona may want to get a completely different job done \u2013 and two people with completely different personas can hire a product for the same job. JTBD explains the why. Personas describe the who. Both have their place, but purchase logic follows JTBD, not demographics.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775218766679-b4a40d8b\"><strong class=\"schema-faq-question\">What does the Jobs to be Done framework include?<\/strong> <p class=\"schema-faq-answer\">The JTBD framework has four components: (1) The <strong>situation<\/strong> \u2013 when and why does the need arise? (2) The <strong>forces<\/strong> \u2013 push (current pain), pull (new solution), anxiety (doubts) and habit. (3) The <strong>desired outcome<\/strong> \u2013 what progress does the person really want? (4) The <strong>switching moment<\/strong> \u2013 what triggered the decision? Oberwasser Consulting has developed this framework further into the <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/the-jtbd-innovation-framework\/\">JTBD Innovation Framework<\/a>, including the Wheel of Progress canvas.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775218766676-3103f49a\"><strong class=\"schema-faq-question\">What is an example of Jobs to be Done?<\/strong> <p class=\"schema-faq-answer\">The best-known example is the McDonald\u2019s milkshake: customers bought it in the morning not because they were hungry, but to make the drive to work more pleasant \u2013 something that keeps them busy, does not drip and lasts a long time. The job was not \u201csatisfy hunger\u201d, but \u201cget through a boring drive\u201d. Anyone who understands this develops the right product \u2013 not more features, but a better way of getting the job done.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1768767165604\"><strong class=\"schema-faq-question\">How do JTBD interviews work?<\/strong> <p class=\"schema-faq-answer\">They are not opinion polls. You reconstruct a specific switch: trigger, alternatives, doubts, decision, use and outcome.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774898719672\"><strong class=\"schema-faq-question\">How many interviews do you need for robust JTBD results?<\/strong> <p class=\"schema-faq-answer\">Usually 8\u201312 interviews. No more than 3 a day \u2013 and analyse them straight afterwards, not days later. Every day of delay between interview and analysis doubles the effort.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1768767259072\"><strong class=\"schema-faq-question\">Is there a JTBD template or canvas?<\/strong> <p class=\"schema-faq-answer\">Yes: templates are helpful, but only if they fit the logic of the interview. Otherwise, teams fill in boxes and call it \u201ccustomer focus\u201d.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1779107909857-99a0e184\"><strong class=\"schema-faq-question\">Which tool does JTBD use in practice?<\/strong> <p class=\"schema-faq-answer\">The Wheel of Progress (B\u00f6hme and Rochel, 2019) maps a buyer\u2019s complete progress cycle on a single canvas and is the standard data-gathering tool in the Wheel of Progress tradition of the JTBD school. It brings together four forces (push, pull, anxiety, habit) and five phases of progress (P1 passive looking to P5 repeated use).<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775914093621-6587c456\"><strong class=\"schema-faq-question\">How can I make product development customer-centred?<\/strong> <p class=\"schema-faq-answer\">Instead of developing features based on internal assumptions, you use JTBD to identify the specific tasks and progress customers want to achieve. From this you derive requirements based on real customer behaviour \u2013 not on opinions voiced in meetings.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774898719673\"><strong class=\"schema-faq-question\">Can AI replace real JTBD interviews?<\/strong> <p class=\"schema-faq-answer\">Synthetic interviews deliver usable results for quick insights. But if you want to build real empathy and customer understanding, you have to conduct real interviews and analyse them yourself. You have to internalise the customer\u2019s perspective \u2013 no AI can do that for you.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1779107909854-7df81da4\"><strong class=\"schema-faq-question\">When should I use JTBD?<\/strong> <p class=\"schema-faq-answer\">When buyers switch even though the product has not got any worse. When a bestseller stops selling. When a new feature does not catch on. When a market entry fails. Whenever the question is not how many people buy, but why they do \u2013 or do not.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1775914093626-b7818728\"><strong class=\"schema-faq-question\">Which innovation methods suit mid-sized companies?<\/strong> <p class=\"schema-faq-answer\">Jobs to be Done is particularly well suited to mid-sized companies because the method works without large research budgets. With 8\u201312 structured customer interviews, you can identify robust patterns that feed directly into product, marketing and sales decisions.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1768767305994\"><strong class=\"schema-faq-question\">Sprint, Mastering or E2I \u2013 which is right when?<\/strong> <p class=\"schema-faq-answer\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Sprint<\/a>: when a specific decision is stuck. <a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Mastering<\/a>: when you want to build the capability in-house. <a href=\"https:\/\/oberwasser-consulting.de\/en\/e2i-evidence-to-impact\/\">E2I<\/a>: when the insights are there, but the impact is not.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774898719670\"><strong class=\"schema-faq-question\">What mistakes do teams make most often with JTBD?<\/strong> <p class=\"schema-faq-answer\">They collect statements instead of situations, confuse jobs with features and fail to translate insights into clear trade-offs and measurable decisions.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774898719671\"><strong class=\"schema-faq-question\">Do you need special training for JTBD?<\/strong> <p class=\"schema-faq-answer\">The basic logic is quick to grasp. But to use JTBD analyses with enough confidence for product management or business model decisions, you need hands-on experience \u2013 either through projects or through structured <a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">training such as Mastering JTBD<\/a>.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774898719674\"><strong class=\"schema-faq-question\">Do prices play the main role in purchase decisions?<\/strong> <p class=\"schema-faq-answer\">Surprisingly little. In JTBD interviews you hardly hear anything about price. A yoga mat start-up priced its new professional range at \u20ac155 instead of the previous \u20ac130 \u2013 without any drop in sales. Expensive extras such as elaborate prints and carrying cases, on the other hand, were no reason to buy at all. When the job is done well, price fades into the background.<\/p> <\/div><\/div>\n<\/div>\n<p class=\"praxis\"><strong>JTBD in practice:<\/strong> Three projects, three assumptions disproved \u2013 what happens when a company does not know the real barrier to purchase: <a href=\"https:\/\/oberwasser-consulting.de\/warum-kunden-nicht-kaufen\/\">Why don\u2019t customers buy, even though the product is good? (in German)<\/a><\/p>\n<script type=\"application\/ld+json\">\n{\n \"@context\": \"https:\/\/schema.org\",\n \"@type\": \"FAQPage\",\n \"@id\": \"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/#faq\",\n \"isPartOf\": {\n  \"@id\": \"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/\"\n },\n \"inLanguage\": \"en\",\n \"mainEntity\": [\n  {\n   \"@type\": \"Question\",\n   \"name\": \"What is Jobs to be Done (JTBD)?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Jobs to be Done is a research and strategy framework that reconstructs the progress a customer wants to make with a purchase \u2013 rather than asking who they are. At its centre is the specific trigger that pushes someone away from what they did before and towards a new solution.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"How do I find out what customers really want?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"By asking not what people wish for, but what progress they want to make in a specific situation. The Jobs to be Done method provides a structured interview process that makes the real purchase triggers visible \u2013 regardless of demographics or personas.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Why do customers buy a product \u2013 and why do they switch?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Customers buy when a product helps them get an important task done better than their current solution. They switch when the pain of the current solution is great enough and an alternative credibly promises to deliver the progress they want. 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Oberwasser Consulting has developed this framework further into the JTBD Innovation Framework, including the Wheel of Progress canvas.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"What is an example of Jobs to be Done?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"The best-known example is the McDonald\u2019s milkshake: customers bought it in the morning not because they were hungry, but to make the drive to work more pleasant \u2013 something that keeps them busy, does not drip and lasts a long time. The job was not \u201csatisfy hunger\u201d, but \u201cget through a boring drive\u201d. Anyone who understands this develops the right product \u2013 not more features, but a better way of getting the job done.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"How do JTBD interviews work?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"They are not opinion polls. You reconstruct a specific switch: trigger, alternatives, doubts, decision, use and outcome.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"How many interviews do you need for robust JTBD results?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Usually 8\u201312 interviews. No more than 3 a day \u2013 and analyse them straight afterwards, not days later. Every day of delay between interview and analysis doubles the effort.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Is there a JTBD template or canvas?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Yes: templates are helpful, but only if they fit the logic of the interview. Otherwise, teams fill in boxes and call it \u201ccustomer focus\u201d.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Which tool does JTBD use in practice?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"The Wheel of Progress (B\u00f6hme and Rochel, 2019) maps a buyer\u2019s complete progress cycle on a single canvas and is the standard data-gathering tool in the Wheel of Progress tradition of the JTBD school. It brings together four forces (push, pull, anxiety, habit) and five phases of progress (P1 passive looking to P5 repeated use).\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"How can I make product development customer-centred?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Instead of developing features based on internal assumptions, you use JTBD to identify the specific tasks and progress customers want to achieve. From this you derive requirements based on real customer behaviour \u2013 not on opinions voiced in meetings.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Can AI replace real JTBD interviews?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Synthetic interviews deliver usable results for quick insights. But if you want to build real empathy and customer understanding, you have to conduct real interviews and analyse them yourself. You have to internalise the customer\u2019s perspective \u2013 no AI can do that for you.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"When should I use JTBD?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"When buyers switch even though the product has not got any worse. When a bestseller stops selling. When a new feature does not catch on. When a market entry fails. Whenever the question is not how many people buy, but why they do \u2013 or do not.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Which innovation methods suit mid-sized companies?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Jobs to be Done is particularly well suited to mid-sized companies because the method works without large research budgets. With 8\u201312 structured customer interviews, you can identify robust patterns that feed directly into product, marketing and sales decisions.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Sprint, Mastering or E2I \u2013 which is right when?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Sprint: when a specific decision is stuck. Mastering: when you want to build the capability in-house. E2I: when the insights are there, but the impact is not.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"What mistakes do teams make most often with JTBD?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"They collect statements instead of situations, confuse jobs with features and fail to translate insights into clear trade-offs and measurable decisions.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Do you need special training for JTBD?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"The basic logic is quick to grasp. But to use JTBD analyses with enough confidence for product management or business model decisions, you need hands-on experience \u2013 either through projects or through structured training such as Mastering JTBD.\"\n   }\n  },\n  {\n   \"@type\": \"Question\",\n   \"name\": \"Do prices play the main role in purchase decisions?\",\n   \"acceptedAnswer\": {\n    \"@type\": \"Answer\",\n    \"text\": \"Surprisingly little. In JTBD interviews you hardly hear anything about price. A yoga mat start-up priced its new professional range at \u20ac155 instead of the previous \u20ac130 \u2013 without any drop in sales. Expensive extras such as elaborate prints and carrying cases, on the other hand, were no reason to buy at all. When the job is done well, price fades into the background.\"\n   }\n  }\n ]\n}\n<\/script>\n<\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau oc-cluster-nav fb\">\n<div class=\"wrap\">\n<div class=\"raster\">\n<span class=\"zeitmarke marke-zeit\" aria-hidden=\"true\"><\/span>\n<div class=\"inhalt\">\n<h2>JTBD in detail: where to go deeper<\/h2>\n<p class=\"body\">This page gives you the overview. If you want to go deeper on any point, you will find the right resources here:<\/p>\n<ul class=\"liste\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-studies-understanding-customers-measurably-increasing-success\/\">JTBD case studies<\/a> &ndash; real projects, measurable results<\/li>\n<li>JTBD interviews &ndash; how to find out why customers really buy<\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-trainings-and-workshops\/\">JTBD workshops &amp; training<\/a> &ndash; learn to apply the method yourself<\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/the-jtbd-innovation-framework\/\">The JTBD framework<\/a> &ndash; the four frames and five tools in detail<\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-free-tools\/\">JTBD tools &amp; canvas<\/a> &ndash; Progress Design Map, Wheel of Progress and more<\/li>\n<\/ul>\n<p class=\"body\"><strong>And what if your market doesn\u2019t find you in the first place?<\/strong> That is a different question from the one about the job \u2013 and it can be measured: <a href=\"https:\/\/oberwasser-consulting.de\/en\/positioning-assessment\/\">Positioning Assessment \u2013 are you named where your market asks?<\/a><\/p>\n<p class=\"body\"><strong>Supporting documents for the framework (PDF):<\/strong><\/p>\n<ul class=\"liste\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-framework-poster\/\">JTBD Innovation Framework 4.9.3 &ndash; poster page with download and citation note (in German)<\/a> (<a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC-JTBD-InnovationFramework-4.9-DE.pdf\">PDF direct, in German<\/a>)<\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2024\/10\/PD-Map-A4.pdf\">Progress Design Map &ndash; A4 worksheet (PDF)<\/a><\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/07\/Progress-Management-Map-A4.pdf\">Progress Management Map &ndash; A4 worksheet (PDF)<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"abschnitt ocradar fb\">\n<div class=\"wrap\"><div class=\"raster\"><div class=\"inhalt\" style=\"grid-column:4\/13\">\n<p class=\"body\">Every two weeks I send a short briefing: the two or three signals between AI and customer understanding that are not just noise, plus a case from our ongoing research. Under three minutes to read, unsubscribe at any time.<\/p>\n<p class=\"body\"><a href=\"https:\/\/oberwasser-consulting.de\/oc-radar\/\"><strong>&rarr; Subscribe to the OC Radar (in German)<\/strong><\/a><\/p>\n<p class=\"body klein\"><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><\/div><\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The Jobs to be Done (JTBD) method explains why people buy a product, switch or leave it on the shelf. They do not buy it for its own sake; they \u201chire\u201d it to make progress in a particular situation. That progress is the job, and people choose whatever gets it done best. Listen in: Jobs [&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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With Jobs to Be Done (JTBD), you&#039;ll find out. Strategic, well-founded and practical \u2013 with workshops, research and tools for real innovation.\" \/>\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\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jobs to Be Done (JTBD): Understanding customers. Enabling innovation.\" \/>\n<meta property=\"og:description\" content=\"Want to know what really drives customers? With Jobs to Be Done (JTBD), you&#039;ll find out. 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