{"id":7875,"date":"2025-04-05T13:59:50","date_gmt":"2025-04-05T11:59:50","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/"},"modified":"2026-10-10T16:24:35","modified_gmt":"2026-10-10T14:24:35","slug":"fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/","title":{"rendered":"Fivefold increase in sales with the JTBD method \u2013 The Mantrafant success story"},"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) 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fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"1.5\"\/><circle cx=\"40\" cy=\"112\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div><\/div>\n<section class=\"abschnitt eng grundidee fb\">\n  <div class=\"wrap\"><div class=\"inhalt\">\n<div class=\"hervor\"><p>Why do so many products fail in the market? Usually, there is no clear understanding of what customers actually need. This case study of Mantrafant shows how it can be done differently. By consistently applying the Jobs to Be Done (JTBD) method together with Oberwasser Consulting, the company was able to increase its sales fivefold.<\/p><\/div>\n<figure class=\"bild\"><img data-dominant-color=\"38434f\" data-has-transparency=\"true\" style=\"--dominant-color: #38434f;\" loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1200\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Yogamatte-Nachhaltig_3x2.webp\" alt=\"\" class=\"wp-image-9529 has-transparency\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Yogamatte-Nachhaltig_3x2.webp 1800w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Yogamatte-Nachhaltig_3x2-300x200.webp 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Yogamatte-Nachhaltig_3x2-1024x683.webp 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Yogamatte-Nachhaltig_3x2-768x512.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Yogamatte-Nachhaltig_3x2-1536x1024.webp 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\" \/><\/figure>\n  <\/div><\/div>\n<\/section>\n<\/div>\n\n\n\n<div class=\"oc-jtbd-demo\">\n<style>\n:root {\n    --navy:#0F2C4A; --grey:#37474F; --cool:#F4F6F8; --white:#FFFFFF;\n    --arctic:#89CFF0; --hyper:#2E5CDB;\n    --cool2:#E3EAF2;\n    --drive:#2E7D32; --brake:#C62828;\n    --story:\"Helvetica Neue\", Arial, sans-serif;\n    --mono:\"Roboto Mono\", monospace;\n  }\n.oc-jtbd-demo, .oc-jtbd-demo * {box-sizing:border-box;margin:0;padding:0}\n.oc-jtbd-demo {font-family:var(--story);color:var(--navy);background:var(--white);line-height:1.55}\n.oc-jtbd-demo .wrap {max-width:920px;margin:0 auto;padding:0 24px}\n.oc-jtbd-demo .mono {font-family:var(--mono)}\n.oc-jtbd-demo .stagetag {font-family:var(--mono);font-size:12px;letter-spacing:.22em;text-transform:uppercase}\n.oc-jtbd-demo .storytabs 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10.10.2026: Leisten\/Matrix nach Bereinigung *\/\n.oc-jtbd-demo .metrics .grid:has(> :nth-child(4):last-child) {grid-template-columns:repeat(4,1fr)}\n@media(max-width:760px) {\n  .oc-jtbd-demo .metrics .grid:has(> :nth-child(4):last-child) {grid-template-columns:repeat(2,1fr)}\n}\n.oc-jtbd-demo .cell:not(:has(.chip)) {min-height:0;padding-block:8px;align-self:start}\n.oc-jtbd-demo section {padding:62px 0}\n.oc-jtbd-demo .eyebrow {font-family:var(--mono);font-size:12px;letter-spacing:.16em;text-transform:uppercase;color:var(--hyper);margin-bottom:14px}\n.oc-jtbd-demo h2 {font-size:clamp(26px,3.4vw,40px);line-height:1.12;font-weight:700;margin-bottom:18px}\n.oc-jtbd-demo .lead {font-size:18px;color:var(--grey);max-width:54ch}\n.oc-jtbd-demo .mirror {font-size:17px;line-height:1.5;color:var(--grey);border-left:3px solid var(--hyper);padding-left:16px;margin:24px 0 4px;max-width:58ch}\n.oc-jtbd-demo .mirror strong {color:var(--navy)}\n.oc-jtbd-demo .askline {font-size:16px;line-height:1.5;color:var(--grey);margin-top:22px;max-width:60ch}\n.oc-jtbd-demo .askline strong {color:var(--navy);font-weight:700}\n.oc-jtbd-demo .forces .askline {color:#cfe0ee}\n.oc-jtbd-demo .forces .askline strong {color:#fff}\n.oc-jtbd-demo .stake {font-size:17px;line-height:1.5;color:var(--navy);font-weight:500;margin-top:8px;max-width:58ch}\n.oc-jtbd-demo .journey {position:relative;padding-left:34px;margin-top:48px}\n.oc-jtbd-demo .journey::before {content:\"\";position:absolute;left:9px;top:6px;bottom:6px;width:2px;background:linear-gradient(var(--arctic),var(--hyper))}\n.oc-jtbd-demo .step {position:relative;opacity:0;transform:translateY(28px);transition:opacity .7s ease, transform .7s ease;margin-bottom:46px}\n.oc-jtbd-demo .step.visible {opacity:1;transform:none}\n.oc-jtbd-demo .step .dot {position:absolute;left:-34px;top:2px;width:20px;height:20px;border-radius:50%;background:var(--white);border:3px solid var(--hyper)}\n.oc-jtbd-demo .step.kipp .dot {border-color:var(--drive);box-shadow:0 0 0 6px rgba(46,125,50,.15)}\n.oc-jtbd-demo .step .role {font-family:var(--mono);font-size:11px;letter-spacing:.12em;text-transform:uppercase;color:var(--hyper)}\n.oc-jtbd-demo .step.kipp .role {color:var(--drive)}\n.oc-jtbd-demo .step h3 {font-size:20px;margin:6px 0 8px}\n.oc-jtbd-demo .step p {color:var(--grey);max-width:52ch}\n.oc-jtbd-demo .step .q {margin-top:14px;font-style:italic;font-size:18px;color:var(--navy);border-left:3px solid var(--arctic);padding-left:16px}\n.oc-jtbd-demo .step.kipp .q {border-left-color:var(--drive)}\n.oc-jtbd-demo .channels {background:var(--cool);padding:40px 0}\n.oc-jtbd-demo .channels .row {display:grid;grid-template-columns:repeat(4,1fr);gap:14px;margin-top:18px}\n.oc-jtbd-demo .chan {background:var(--white);border:1px solid #e2e8ee;border-radius:10px;padding:16px}\n.oc-jtbd-demo .chan .t {font-family:var(--mono);font-size:11px;letter-spacing:.1em;text-transform:uppercase;color:var(--hyper);margin-bottom:6px}\n.oc-jtbd-demo .chan b {display:block;font-size:15px;margin-bottom:3px}\n.oc-jtbd-demo .chan span {font-size:13px;color:var(--grey)}\n@media(max-width:760px) {\n  .oc-jtbd-demo .channels .row {grid-template-columns:repeat(2,1fr)}\n}\n.oc-jtbd-demo .forces {background:var(--navy);color:var(--white)}\n.oc-jtbd-demo .forces h2, .oc-jtbd-demo .forces .eyebrow {color:var(--white)}\n.oc-jtbd-demo .forces .eyebrow {color:var(--arctic)}\n.oc-jtbd-demo .matrix {display:grid;grid-template-columns:128px 1fr 1fr;gap:10px;margin-top:26px}\n.oc-jtbd-demo .mcol-head {font-family:var(--mono);font-size:11px;letter-spacing:.1em;text-transform:uppercase;color:#cfe0ee;text-align:center;align-self:end;padding-bottom:6px;opacity:.85}\n.oc-jtbd-demo .mrow-head {font-family:var(--mono);font-size:11px;letter-spacing:.1em;text-transform:uppercase;color:#cfe0ee;display:flex;align-items:center;justify-content:flex-end;text-align:right;line-height:1.35;opacity:.85}\n.oc-jtbd-demo .cell {background:rgba(255,255,255,.04);border-radius:10px;padding:14px}\n.oc-jtbd-demo .cell-dim {display:none;font-family:var(--mono);font-size:10px;letter-spacing:.08em;text-transform:uppercase;color:#9fb6cb;margin-bottom:8px}\n.oc-jtbd-demo .cell-label {font-family:var(--mono);font-size:11px;letter-spacing:.06em;text-transform:uppercase;margin-bottom:10px;padding:3px 8px;border-radius:4px;display:inline-block}\n.oc-jtbd-demo .cell-label.gain {background:rgba(46,125,50,.32);color:#bff0cb}\n.oc-jtbd-demo .cell-label.problem {background:rgba(198,40,40,.32);color:#f7c4c4}\n.oc-jtbd-demo .chip {display:block;width:100%;text-align:left;border:none;cursor:pointer;border-radius:9px;padding:12px 14px;margin-bottom:9px;font-family:var(--story);font-size:15px;color:var(--white);transition:transform .12s,filter .12s}\n.oc-jtbd-demo .chip:hover {transform:translateX(3px);filter:brightness(1.08)}\n.oc-jtbd-demo .chip.gain {background:rgba(46,125,50,.22);border-left:4px solid var(--drive)}\n.oc-jtbd-demo .chip.problem {background:rgba(198,40,40,.22);border-left:4px solid var(--brake)}\n.oc-jtbd-demo .chip.active {filter:brightness(1.2);outline:2px solid var(--arctic)}\n.oc-jtbd-demo .belegpanel {margin-top:26px;background:rgba(255,255,255,.06);border-radius:12px;padding:24px;min-height:108px;display:flex;align-items:center}\n.oc-jtbd-demo .belegpanel .ph {color:#9fb6cb;font-family:var(--mono);font-size:13px}\n.oc-jtbd-demo .belegpanel .quote {font-size:20px;font-style:italic;line-height:1.4}\n.oc-jtbd-demo .belegpanel .tag {display:inline-block;font-family:var(--mono);font-size:11px;letter-spacing:.1em;text-transform:uppercase;margin-bottom:10px;padding:3px 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 \/* === Wettbewerbslandschaft (Job-Konkurrenz, .oc-jtbd-demo inkl. Cross-Kategorie + Nichtstun) === *\/\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 \/* === Theme-Defense (Embed) === Theme erzwingt: main h1..h6 {color:#060606;font-family:Open Sans Condensed;font-weight:500}\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 \/* Kontrast: hellgraue Baender klarer abgrenzen *\/\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 \/* === Video-Block (Originalgespr\u00e4ch) === *\/\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 .ocvid .ocv-players {margin-top:16px;color:#cfe0ee;font-size:14px}\n.oc-jtbd-demo .ocvid .ocv-players a {color:var(--arctic)!important;text-decoration:none;font-weight:700}\n.oc-jtbd-demo .ocvid .ocv-players a:hover {text-decoration:underline}\n.oc-jtbd-demo \/* === Qualit\u00e4ts-Block (Interview-Qualit\u00e4t) === *\/\n  .ocq {padding:62px 0}\n.oc-jtbd-demo .ocq h2 {color:var(--navy)!important}\n.oc-jtbd-demo .ocq .qhead {display:flex;align-items:flex-start;gap:26px;flex-wrap:wrap;margin:18px 0 4px}\n.oc-jtbd-demo .ocq .qscore {flex:0 0 auto;background:var(--navy);color:#fff;border-radius:14px;padding:18px 24px;text-align:center;min-width:122px}\n.oc-jtbd-demo .ocq .qscore b {font-family:var(--mono);font-size:34px;font-weight:700;display:block;color:#fff!important;line-height:1}\n.oc-jtbd-demo .ocq .qscore span {font-family:var(--mono);font-size:10px;letter-spacing:.12em;text-transform:uppercase;color:var(--arctic);margin-top:6px;display:block}\n.oc-jtbd-demo .ocq .qdims {flex:1 1 320px;display:grid;gap:11px;min-width:280px}\n.oc-jtbd-demo .ocq .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 {display:block;color:#cfe0ee;font-size:14px;line-height:1.45}\n@media(max-width:760px) {\n  .oc-jtbd-demo .ocq .qstrengths {grid-template-columns:1fr}\n  .oc-jtbd-demo .ocq .qroutes {grid-template-columns:1fr}\n}\n.oc-jtbd-demo \/* ===== Job-Dimensionen + Fortschrittsmetriken ===== *\/\n  .dims {padding:60px 0;background:var(--cool2)}\n.oc-jtbd-demo .dims .eyebrow {color:var(--hyper)}\n.oc-jtbd-demo .dims h2 {color:var(--navy)!important}\n.oc-jtbd-demo .dims .lead {color:var(--grey);max-width:64ch}\n.oc-jtbd-demo .dimwrap {margin-top:34px;display:flex;flex-direction:column;gap:14px}\n.oc-jtbd-demo .surface-cap {font-family:var(--mono);font-size:11px;letter-spacing:.12em;text-transform:uppercase;color:var(--hyper);margin:0 0 -2px}\n.oc-jtbd-demo .waterline {display:flex;align-items:center;gap:14px;margin:8px 2px 2px}\n.oc-jtbd-demo .waterline span {font-family:var(--mono);font-size:11px;letter-spacing:.08em;text-transform:uppercase;color:var(--grey);white-space:nowrap}\n.oc-jtbd-demo .waterline:before, .oc-jtbd-demo .waterline:after {content:\"\";height:1px;flex:1;background:repeating-linear-gradient(90deg,#9fb6cb 0 6px,transparent 6px 12px)}\n.oc-jtbd-demo .dimrow {background:#fff;border:1px solid #e2e8f0;border-left:4px solid var(--hyper);border-radius:12px;padding:20px 22px}\n.oc-jtbd-demo .dimrow.below {border-left-color:var(--arctic);background:#fbfcfe}\n.oc-jtbd-demo .dim-head {display:flex;align-items:baseline;gap:10px;flex-wrap:wrap;margin-bottom:8px}\n.oc-jtbd-demo .dim-key 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#studie-laden{background:#F4F6F8!important;border:0!important}\n.oc-jtbd-demo.oc-jtbd-demo .foot{background:#F4F6F8;padding:48px 0}\n.oc-jtbd-demo.oc-jtbd-demo .foot .mono{font-weight:600}\n@media(max-width:760px){\n.oc-jtbd-demo.oc-jtbd-demo .wrap{padding:0 20px}\n.oc-jtbd-demo.oc-jtbd-demo section{padding:72px 0}\n.oc-jtbd-demo.oc-jtbd-demo .story .hero{padding:40px 0 64px}\n.oc-jtbd-demo.oc-jtbd-demo .metrics{padding:48px 0}\n.oc-jtbd-demo.oc-jtbd-demo .metrics .grid{gap:24px 16px}\n.oc-jtbd-demo.oc-jtbd-demo .metric b{font-size:30px}\n.oc-jtbd-demo.oc-jtbd-demo .stab{margin-right:0;padding-right:12px}\n.oc-jtbd-demo.oc-jtbd-demo .hero .sub,.oc-jtbd-demo.oc-jtbd-demo .hero .open-quote{font-size:18px}\n.oc-jtbd-demo.oc-jtbd-demo .lead{font-size:18px}\n.oc-jtbd-demo.oc-jtbd-demo .hinge,.oc-jtbd-demo.oc-jtbd-demo .engpass{padding:72px 0}\n}<\/style>\n<div class=\"storytabs\"><div class=\"wrap\"><div class=\"stablabel\">A real analysis \u2013 two voices, one per segment:<\/div><div class=\"stabrow\"><button class=\"stab active\" data-target=\"lea\" data-name=\"Lea\" data-int=\"SEG-01\" data-seg=\"SEG-01\" data-dot=\"0\"><b>Lea<\/b><span>The procrastinator<\/span><\/button><button class=\"stab\" data-target=\"marie\" data-name=\"Marie\" data-int=\"SEG-02\" data-seg=\"SEG-02\" data-dot=\"1\"><b>Marie<\/b><span>The practitioner<\/span><\/button><\/div><\/div><\/div>\n<div class=\"storywrap\">\n<div class=\"story active\" data-story=\"lea\">\n<div class=\"hero\"><div class=\"wrap\">\n  <div class=\"kicker\">Level 1 \u00b7 One voice \u00b7 JTBD Innovation Framework<\/div>\n  <h2 class=\"d-h1\">Why the most beautiful mat stayed on the shelf<\/h2>\n  <p class=\"sub\">It wasn\u2019t the offer that blocked the purchase, but the gruelling burden of deciding. (Post-mortem; the brand was discontinued in 2026.)<\/p>\n  <div class=\"scrollcue\">HER STORY<span>\u2193<\/span><\/div>\n<\/div><\/div>\n<div class=\"metrics\"><div class=\"wrap grid\"><div class=\"metric\"><b>5<\/b><span>mats in the basket before one was bought<\/span><\/div><div class=\"metric\"><b>1<\/b><span>recommendation that broke the deadlock<\/span><\/div><div class=\"metric\"><b>Grip<\/b><span>beat looks in the end<\/span><\/div><div class=\"metric\"><b>~\u20ac50<\/b><span>paid instead of the premium mat<\/span><\/div><\/div><\/div>\n<section><div class=\"wrap\">\n  <div class=\"eyebrow\">The timeline<\/div><h2>Five mats, one recommendation<\/h2>\n  <p class=\"lead\">Scroll through Lea\u2019s path from slipping to a non-slip mat.<\/p>\n  <p class=\"mirror\">None of this appeared in a questionnaire. It sits between the lines of an in-depth interview. <strong>What are your buyers saying between the lines?<\/strong><\/p>\n  <div class=\"journey\"><div class=\"step\"><div class=\"dot\"><\/div><div class=\"role\">P1 \u00b7 The bad buy<\/div><h3>Slipped in the fifth sun salutation<\/h3><p>On the mat, she couldn\u2019t find any grip \u2013 precisely when her practice became intense.<\/p><\/div><div class=\"step\"><div class=\"dot\"><\/div><div class=\"role\">P2 \u00b7 The search loop<\/div><h3>Five mats in the basket<\/h3><p>The purchase didn\u2019t fail because of the product range, but because of the burden of deciding \u2013 endless research before a single mat was bought.<\/p><\/div><div class=\"step kipp\"><div class=\"dot\"><\/div><div class=\"role\">P3 \u00b7 Tipping point<\/div><h3>The teacher sends the link<\/h3><p>A trusted recommendation ended the research. Trust replaced her own uncertainty and made the purchase possible in the first place.<\/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>Her own body<\/b><span>Slipping during an intense session makes the lack of grip tangible<\/span><\/div><div class=\"chan\"><div class=\"t\">Blocker<\/div><b>Endless research<\/b><span>Five mats in the basket \u2013 the burden of deciding is paralysing<\/span><\/div><div class=\"chan\"><div class=\"t\">Tipping point<\/div><b>Yoga teacher<\/b><span>A trusted recommendation with a link ends the search<\/span><\/div><\/div>\n  <p class=\"askline\">\u2192 The decision happened with the teacher \u2013 not in the product range, not in the star ratings. <strong>Are you where things really tip 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 her \u2013 and what held her back<\/h2>\n  <p class=\"lead\" style=\"color:#cfe0ee\">Click a force. <strong style=\"color:#8fe0a8\">Green = gain<\/strong> \u00b7 <strong style=\"color:#f2a3a3\">Red = problem<\/strong>. Columns: current vs. new solution. Rows: drives vs. holds back.<\/p>\n  <div class=\"matrix\"><div class=\"mcorner\"><\/div><div class=\"mcol-head\">Current solution<\/div><div class=\"mcol-head\">New solution<\/div><div class=\"mrow-head\">drives the switch \u2192<\/div><div class=\"cell\"><div class=\"cell-dim\">drives \u00b7 current solution<\/div><div class=\"cell-label problem\">Push<\/div><\/div><div class=\"cell\"><div class=\"cell-dim\">drives \u00b7 new solution<\/div><div class=\"cell-label gain\">Pull<\/div><\/div><div class=\"mrow-head\">\u2190 holds back the switch<\/div><div class=\"cell\"><div class=\"cell-dim\">holds back \u00b7 current solution<\/div><div class=\"cell-label gain\">Habit<\/div><\/div><div class=\"cell\"><div class=\"cell-dim\">holds back \u00b7 new solution<\/div><div class=\"cell-label problem\">Anxiety<\/div><button class=\"chip problem\" data-side=\"problem\" data-tag=\"Anxiety\" data-quote=\"I think I just don\u2019t believe that I should have to spend 6,000 euros on a yoga mat, like on a car.\">\u20ac6,000, as for a car? I don\u2019t believe it<\/button><\/div><\/div>\n  <div class=\"belegpanel\"><span class=\"ph\">\u2191 Click a force to see the quote behind it<\/span><\/div>\n  <p class=\"askline\">\u2192 <strong>Do you know which one tips the balance for your buyers?<\/strong><\/p>\n<\/div><\/section>\n<section class=\"dims\"><div class=\"wrap\">\n  <div class=\"eyebrow\">Job dimensions + progress<\/div>\n  <h2>What Lea really \u2018hired\u2019<\/h2>\n  <p class=\"lead\">Lea\u2019s buying decision had two layers: the functional one was on the spec sheet \u2013 the emotional one tipped the balance. Each was tied to how she measured progress.<\/p>\n  <div class=\"dimwrap\"><p class=\"surface-cap\">Visible \u00b7 printed on the packaging<\/p><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\">Having a secure grip in yoga and choosing a mat she won\u2019t regret.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>holding poses such as downward dog for several breaths with a stable stance<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not slipping mid-exercise and having to break it off<\/li><\/ul><\/div><\/div><\/div><div class=\"waterline\"><span>below \u00b7 what really tips the balance<\/span><\/div><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">emotional<\/span><span class=\"dim-tag\">how she wanted to feel<\/span><\/div><p class=\"dim-job\">Seeing herself as a thoughtful consumer who doesn\u2019t rush into the wrong choice.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>being sure she is choosing the right mat this time, without getting it wrong again<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not putting money into a mat that ends up written off or given away<\/li><\/ul><\/div><\/div><\/div><\/div>\n  <p class=\"dims-teaser\">That was the excerpt. The complete, prioritised outcome map for each segment is part of the Customer Insights Sprint \u2013 exactly the brief a product team prioritises against.<\/p>\n<\/div><\/section>\n\n<section><div class=\"wrap\">\n  <div class=\"eyebrow\">Even from a single voice<\/div>\n  <h2>What you can already do with this one voice<\/h2>\n  <div class=\"opps\"><div class=\"opp\"><b>01<\/b><h3>What sold was grip, not looks<\/h3><p>Even a beautiful mat was rejected as soon as it lacked grip. Anyone marketing yoga mats on design and sustainability missed the hard buying criterion.<\/p><\/div><div class=\"opp\"><b>02<\/b><h3>The burden of deciding was the killer, not the product range<\/h3><p>Five mats in the basket, no purchase: it wasn\u2019t too little choice that blocked her, but too much. A pre-selected recommendation would have broken the deadlock.<\/p><\/div><div class=\"opp\"><b>03<\/b><h3>The teacher replaced the entire search<\/h3><p>A trusted voice with a link ended the research in seconds. This recommendation channel was the strongest \u2013 and the cheapest.<\/p><\/div><\/div>\n<\/div><\/section>\n<\/div><!-- \/story lea --><div class=\"story\" data-story=\"marie\">\n<div class=\"hero\"><div class=\"wrap\">\n  <div class=\"kicker\">Level 1 \u00b7 One voice \u00b7 JTBD Innovation Framework<\/div>\n  <h2 class=\"d-h1\">When the heart opens up \u2013 but only after the grip test<\/h2>\n  <p class=\"sub\">An experienced practitioner was emotionally attached to her mat \u2013 pride, memory, identity. But she only bought once the grip had been proven in a shop. (Post-mortem; the brand was discontinued in 2026.)<\/p>\n  <div class=\"scrollcue\">HER STORY<span>\u2193<\/span><\/div>\n<\/div><\/div>\n<div class=\"metrics\"><div class=\"wrap grid\"><div class=\"metric\"><b>3<\/b><span>mats owned or worn out<\/span><\/div><div class=\"metric\"><b>~\u20ac100<\/b><span>was the absolute limit<\/span><\/div><div class=\"metric\"><b>\u20ac78<\/b><span>she would pay again straight away<\/span><\/div><div class=\"metric\"><b>2\u00d7<\/b><span>her favourite mat came with her to Bali<\/span><\/div><div class=\"metric\"><b>In-store test<\/b><span>proved the grip<\/span><\/div><div class=\"metric\"><b>Miami<\/b><span>trip forced the purchase<\/span><\/div><\/div><\/div>\n<section><div class=\"wrap\">\n  <div class=\"eyebrow\">The timeline<\/div><h2>Wear, an in-store test, a trip<\/h2>\n  <p class=\"lead\">Scroll through Marie\u2019s path from her slipping old mat to the premium mat she is attached to.<\/p>\n  <p class=\"mirror\">The emotional attachment was real \u2013 but it only came after the proof of grip. <strong>Can you tell in which order your customers really decide?<\/strong><\/p>\n  <div class=\"journey\"><div class=\"step\"><div class=\"dot\"><\/div><div class=\"role\">P1 \u00b7 Wear and tear<\/div><h3>Washed once \u2013 and it already slips<\/h3><p>Her old mat lost its grip. \u2018Good enough\u2019 became noticeably unfit for purpose.<\/p><\/div><div class=\"step\"><div class=\"dot\"><\/div><div class=\"role\">P2 \u00b7 No more fun<\/div><h3>No grip, no yoga<\/h3><p>The lack of grip took the joy out of her practice \u2013 the very reason she did yoga at all.<\/p><p class=\"q\">\u2018And there\u2019s no grip, and I slip, and I don\u2019t enjoy yoga.\u2019<\/p><\/div><div class=\"step kipp\"><div class=\"dot\"><\/div><div class=\"role\">P3 \u00b7 Tipping point<\/div><h3>A friend\u2019s recommendation + in-store test<\/h3><p>A friend recommended the premium mat, Marie tested it in a shop \u2013 and was convinced by the grip. The proof replaced her doubts about buying online.<\/p><\/div><div class=\"step\"><div class=\"dot\"><\/div><div class=\"role\">P4 \u00b7 The purchase<\/div><h3>The Miami trip forces the decision<\/h3><p>An event with a fixed date turned putting it off into immediate action: the unfit travel mat had to be replaced.<\/p><\/div><div class=\"step\"><div class=\"dot\"><\/div><div class=\"role\">Attachment<\/div><h3>Pride and memory<\/h3><p>The product became part of her identity \u2013 the mat carries the memory of a time she loved.<\/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>Wear \/ comparison<\/b><span>The old mat slips, others in the class have better ones<\/span><\/div><div class=\"chan\"><div class=\"t\">Proof<\/div><b>In-store test<\/b><span>Grip felt first-hand rather than taken on trust online<\/span><\/div><div class=\"chan\"><div class=\"t\">Recommendation<\/div><b>Friend<\/b><span>A trusted voice brings the specific premium mat into play<\/span><\/div><div class=\"chan\"><div class=\"t\">Purchase<\/div><b>Time pressure<\/b><span>A short-notice trip turns putting it off into acting at once<\/span><\/div><\/div>\n  <p class=\"askline\">\u2192 She only bought after the physical proof of grip in the shop \u2013 exactly what was missing online. <strong>Do you prove the buying criterion before your customers start to doubt?<\/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 her \u2013 and what held her back<\/h2>\n  <p class=\"lead\" style=\"color:#cfe0ee\">Click a force. <strong style=\"color:#8fe0a8\">Green = gain<\/strong> \u00b7 <strong style=\"color:#f2a3a3\">Red = problem<\/strong>. Columns: current vs. new solution. Rows: drives vs. holds back.<\/p>\n  <div class=\"matrix\"><div class=\"mcorner\"><\/div><div class=\"mcol-head\">Current solution<\/div><div class=\"mcol-head\">New solution<\/div><div class=\"mrow-head\">drives the switch \u2192<\/div><div class=\"cell\"><div class=\"cell-dim\">drives \u00b7 current solution<\/div><div class=\"cell-label problem\">Push<\/div><button class=\"chip problem\" data-side=\"problem\" data-tag=\"Push\" data-quote=\"And there\u2019s no grip, and I slip, and I don\u2019t enjoy yoga.\">No grip, no fun in yoga<\/button><\/div><div class=\"cell\"><div class=\"cell-dim\">drives \u00b7 new solution<\/div><div class=\"cell-label gain\">Pull<\/div><button class=\"chip gain\" data-side=\"gain\" data-tag=\"Pull\" data-quote=\"When my heart simply opens up and I feel completely at ease with it, then I know it was the right investment.\">If the heart opens up, it was right<\/button><\/div><div class=\"mrow-head\">\u2190 holds back the switch<\/div><div class=\"cell\"><div class=\"cell-dim\">holds back \u00b7 current solution<\/div><div class=\"cell-label gain\">Habit<\/div><button class=\"chip gain\" data-side=\"gain\" data-tag=\"Habit\" data-quote=\"Actually, I only practise with the Lululemon now.\">Only the tried-and-tested favourite mat<\/button><button class=\"chip gain\" data-side=\"gain\" data-tag=\"Habit\" data-quote=\"For me, that\u2019s the best one. It\u2019s already been to Bali with me twice.\">The best one \u2013 twice to Bali with me<\/button><\/div><div class=\"cell\"><div class=\"cell-dim\">holds back \u00b7 new solution<\/div><div class=\"cell-label problem\">Anxiety<\/div><button class=\"chip problem\" data-side=\"problem\" data-tag=\"Anxiety\" data-quote=\"Well, around 100 would actually be the limit.\">\u20ac100 is the absolute limit<\/button><\/div><\/div>\n  <div class=\"belegpanel\"><span class=\"ph\">\u2191 Click a force to see the quote behind it<\/span><\/div>\n  <p class=\"askline\">\u2192 The emotional attachment only came after the proof of grip. <strong>Do you know the order in which your buyers build trust?<\/strong><\/p>\n<\/div><\/section>\n<section class=\"dims\"><div class=\"wrap\">\n  <div class=\"eyebrow\">Job dimensions + progress<\/div>\n  <h2>What Marie really \u2018hired\u2019<\/h2>\n  <p class=\"lead\">Marie\u2019s buying decision had three layers: the functional one was grip \u2013 the emotional and social ones tipped the balance. Each was tied to how she measured progress.<\/p>\n  <div class=\"dimwrap\"><p class=\"surface-cap\">Visible \u00b7 printed on the packaging<\/p><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\">Having a reliable grip and finding the one mat that belongs to her.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>staying stable in pose and breath without sliding back again and again<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not slipping out of the pose and having to get back into it<\/li><\/ul><\/div><\/div><\/div><div class=\"waterline\"><span>below \u00b7 what really tips the balance<\/span><\/div><div class=\"dimrow below\"><div class=\"dim-head\"><span class=\"dim-key\">emotional<\/span><span class=\"dim-tag\">how she wanted to feel<\/span><\/div><p class=\"dim-job\">Feeling completely at ease with her mat as a beautiful, empowering ritual object.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>feeling pride and joy when looking at the mat, and a sense of relief when rolling it out<\/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 wanted to be seen<\/span><\/div><p class=\"dim-job\">Visibly living and showing her yoga practice as part of her identity.<\/p><div class=\"dim-metrics\"><div class=\"up\"><div class=\"mh\">Progress \u2197<\/div><ul><li>visibly living the practice as part of her own identity<\/li><\/ul><\/div><div class=\"down\"><div class=\"mh\">Avoids \u2198<\/div><ul><li>not having to use other people\u2019s sweaty borrowed mats that she doesn\u2019t trust<\/li><\/ul><\/div><\/div><\/div><\/div>\n  <p class=\"dims-teaser\">That was the excerpt. The complete, prioritised outcome map for each segment is part of the Customer Insights Sprint \u2013 exactly the brief a product team prioritises against.<\/p>\n<\/div><\/section>\n\n<section><div class=\"wrap\">\n  <div class=\"eyebrow\">Even from a single voice<\/div>\n  <h2>What you can already do with this one voice<\/h2>\n  <div class=\"opps\"><div class=\"opp\"><b>01<\/b><h3>Grip first \u2013 then it may be beautiful<\/h3><p>Looks, colour and identity mattered a lot \u2013 but only once the grip had been proven. Beauty confirmed the grip, it never replaced it.<\/p><\/div><div class=\"opp\"><b>02<\/b><h3>The in-store test was the proof of grip \u2013 online, it was missing<\/h3><p>What convinced her was the physical \u2018I stick\u2019 experience. Anyone selling online had to replace exactly this proof \u2013 otherwise the doubt remained.<\/p><\/div><div class=\"opp\"><b>03<\/b><h3>Attachment grew from memory, not from specs<\/h3><p>The strongest retention was emotional: pride, identity. A spec sheet can\u2019t create that.<\/p><\/div><\/div>\n<\/div><\/section>\n<\/div><!-- \/story marie -->\n<\/div>\n<section class=\"hinge\"><div class=\"wrap\">\n  <span class=\"stagetag\">From voice to market<\/span>\n  <h2>One voice shows the motive. Two show the pattern.<\/h2>\n  <p><strong style=\"color:#fff\">Lea and Marie bought for different reasons \u2013<\/strong> yet both stumbled over the same question. From 4 interviews, 2 segments, one bottleneck and five levers emerged.<\/p>\n  <div class=\"dots8\"><i class=\"me\"><\/i><i><\/i><i><\/i><i><\/i><i><\/i><i><\/i><i><\/i><i><\/i><\/div>\n<\/div><\/section>\n<section><div class=\"wrap\">\n  <div class=\"eyebrow\">Two voices, one pattern<\/div><h2>Two segments, the same bottleneck<\/h2>\n  <p class=\"lead\">From 4 interviews, 2 segments emerged bottom-up. However different their stories were \u2013 the question that decided the purchase was the same.<\/p>\n  <p class=\"stake\">Anyone who overlooks the pattern optimises for looks and price and misses the point \u2013 and loses both segments to the quick Amazon mat.<\/p>\n  <div class=\"segs\"><div class=\"seg here\" data-seg=\"SEG-01\"><div class=\"badge\"><span class=\"activename\">Lea<\/span> is here<\/div><div class=\"id\">SEG-01<\/div><h3>The grip-seeking procrastinator<\/h3><p class=\"job\">Having a secure grip \u2013 and choosing a mat she won\u2019t regret.<\/p><div class=\"meta\">Push: slipping plus a gruelling burden of deciding<br>Pull: a recommended mat with proven grip<\/div><\/div><div class=\"seg\" data-seg=\"SEG-02\"><div class=\"badge\"><span class=\"activename\">Lea<\/span> is here<\/div><div class=\"id\">SEG-02<\/div><h3>The emotionally attached practitioner<\/h3><p class=\"job\">Having a reliable grip \u2013 on a mat that is beautiful too and feels like hers.<\/p><div class=\"meta\">Push: wear and slipping on the old mat<br>Pull: real grip that is beautiful too and expresses identity<\/div><\/div><\/div>\n  <p class=\"askline\">\u2192 Both segments stumbled over the same question. <strong>Across which segment boundaries does your market share a bottleneck?<\/strong><\/p>\n  <div class=\"insights\"><div class=\"ins\"><div class=\"k\">Pattern 1<\/div><h3>Grip beat looks every time<\/h3><p>Grip was the hard knock-out criterion across segments. Beautiful mats were rejected as soon as they slipped \u2013 looks and story confirmed the grip, they never replaced it.<\/p><\/div><div class=\"ins\"><div class=\"k\">Pattern 2<\/div><h3>Trust broke the deadlock<\/h3><p>A recommendation from a trusted person \u2013 teacher, friend \u2013 or a test of her own ended the gruelling research. Anonymous specifications and star ratings didn\u2019t.<\/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 yoga mat was really up against<\/h2>\n  <p class=\"lead\">From the customer\u2019s point of view, the strongest competitor was rarely another premium mat:<\/p>\n  <div class=\"cmp-grid\"><div class=\"cmp-card cmp-nichtstun\"><div class=\"cmp-tag\">Doing nothing<\/div><h3>No switch at all<\/h3><p>\u2018I\u2019m not really under any pressure there at the moment.\u2019 The old mat stayed \u2018good enough\u2019.<\/p><span class=\"cmp-verdict v-beibehalten\">kept<\/span><\/div><div class=\"cmp-card cmp-kategorie\"><div class=\"cmp-tag\">Same category<\/div><h3>Cheap Amazon\/Prime mat<\/h3><p>Available immediately, lots of reviews \u2013 the default choice.<\/p><span class=\"cmp-verdict v-beibehalten\">kept<\/span><\/div><div class=\"cmp-card cmp-andere\"><div class=\"cmp-tag\">Different category<\/div><h3>Branded mat tested in a shop<\/h3><p>Grip felt first-hand rather than taken on trust online \u2013 via a peer recommendation.<\/p><span class=\"cmp-verdict v-gew\u00e4hlt\">chosen<\/span><\/div><\/div>\n  <p class=\"askline\">The losses were to \u2018good enough\u2019 and the quick Amazon mat \u2013 not to other premium brands.<\/p>\n<\/div><\/section>\n<section class=\"engpass\"><div class=\"wrap\">\n  <div class=\"k\">The bottleneck<\/div>\n  <p>Buyers couldn\u2019t answer the one question that decided the purchase \u2013 <span class=\"hl\">\u2018Will the mat slip?\u2019<\/span> \u2013 online, before buying. Instead, Mantrafant put its sustainability promise centre stage \u2013 a signal that didn\u2019t drive any purchases. The actual job was not at the centre of the positioning.<\/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\">Five concrete levers could be derived from the bottleneck \u2013 all without more advertising budget, purely through higher conversion and the recommendation channel.<\/p>\n  <p class=\"stake\">Three of them were non-negotiable: proof of grip, guarantee, recommendation channel.<\/p>\n  <div class=\"plan\"><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M1<\/span><span class=\"nv\">non-negotiable<\/span><\/div><h3>Proof-of-grip set on the product page<\/h3><p>Demo video showing sweaty, long sessions plus a teacher testimonial with a verbatim statement on grip.<\/p><div class=\"goal\">The proof makes up for not being able to touch it.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M2<\/span><span class=\"nv\">non-negotiable<\/span><\/div><h3>30-day grip guarantee as the headline<\/h3><p>Risk down to zero instead of a specification argument \u2013 compensates for the missing in-store test.<\/p><div class=\"goal\">Fear of a bad buy defused.<\/div><\/div><div class=\"exp\" style=\"background:var(--cool);border-style:dashed\"><div class=\"top\"><span class=\"mid\">M3<\/span><span class=\"nv\">non-negotiable<\/span><\/div><h3>Yoga teacher recommendation programme<\/h3><p>Pilot with 15\u201325 teachers, trackable links, samples sent out \u2013 the trusted channel as a system rather than chance.<\/p><div class=\"goal\">Acquisition shifted from paid to organic.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M4<\/span><\/div><h3>Break the burden of deciding<\/h3><p>One pre-selected, recommended option instead of long comparisons of ranges and specifications.<\/p><div class=\"goal\">The search loop ends before the basket.<\/div><\/div><div class=\"exp\"><div class=\"top\"><span class=\"mid\">M5<\/span><\/div><h3>Grip first, eco second<\/h3><p>Grip at the centre of product and message; sustainability at most as an added benefit once the grip has been proven.<\/p><div class=\"goal\">The positioning gap closes.<\/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 yoga report. This is the method.<\/h2>\n  <p>Conventional marketing measures the wrong things \u2013 clicks, reach, target groups. Jobs to be Done measures why people really buy, and turns everything that follows \u2013 product development, marketing, sales \u2013 the right way up. In a few days, you\u2019ll have this compass for your own business.<\/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 only take on a few sprints per quarter.<\/p>\n<\/div><\/section>\n<div class=\"foot\"><div class=\"wrap\"><span class=\"mono\">Note:<\/span> A real JTBD analysis (post-mortem) based on 4 qualitative in-depth interviews, 2 segments and 143 evidence cards \u2013 created with the JTBD Innovation Framework. The Mantrafant brand was discontinued in early 2026; the account is written in the past tense. The segment personas \u2018Lea\u2019 and \u2018Marie\u2019 each condense 2 interviews; the names are pseudonyms. Quotes translated from the original German.<\/div><\/div>\n<script>\n(function(){\n\n  const io = new IntersectionObserver((entries)=>{\n    entries.forEach(e=>{ if(e.isIntersecting) e.target.classList.add('visible'); });\n  },{threshold:.2});\n  document.querySelectorAll('.oc-jtbd-demo .step').forEach(s=>io.observe(s));\n\n  \/\/ Kr\u00e4fte-Chips -> Beleg (pro Story gescoped)\n  document.querySelectorAll('.oc-jtbd-demo .chip').forEach(btn=>{\n    btn.addEventListener('click',()=>{\n      const story = btn.closest('.story') || document;\n      story.querySelectorAll('.chip').forEach(c=>c.classList.remove('active'));\n      btn.classList.add('active');\n      const side = btn.dataset.side;\n      story.querySelector('.belegpanel').innerHTML = '<div><span class=\"tag '+side+'\">'+btn.dataset.tag+'<\/span>'+\n        '<div class=\"quote\">\u2018'+btn.dataset.quote+'\u2019<\/div><\/div>';\n    });\n  });\n\n  \/\/ Story-Switcher\n  document.querySelectorAll('.oc-jtbd-demo .stab').forEach(tab=>{\n    tab.addEventListener('click',()=>{\n      const id = tab.dataset.target;\n      document.querySelectorAll('.oc-jtbd-demo .stab').forEach(t=>t.classList.toggle('active', t===tab));\n      document.querySelectorAll('.oc-jtbd-demo .story').forEach(s=>{\n        const on = s.dataset.story === id;\n        s.classList.toggle('active', on);\n        if(on) s.querySelectorAll('.step').forEach(st=>st.classList.add('visible'));\n      });\n      \/\/ Untere Ebene 2 mitschalten\n      const nm = tab.dataset.name, intid = tab.dataset.int, seg = tab.dataset.seg, dot = +tab.dataset.dot;\n      document.querySelectorAll('.oc-jtbd-demo .activename').forEach(e=>e.textContent = nm);\n      document.querySelectorAll('.oc-jtbd-demo .activeint').forEach(e=>e.textContent = intid);\n      document.querySelectorAll('.oc-jtbd-demo .seg').forEach(s=>s.classList.toggle('here', s.dataset.seg === seg));\n      document.querySelectorAll('.oc-jtbd-demo .dots8 i').forEach((d,i)=>d.classList.toggle('me', i === dot));\n    });\n  });\n\n})();\n<\/script>\n<\/div>\n\n\n\n<div id=\"oc-redesign\">\n\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">01<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-die-ausgangslage-gutes-produkt-aber-kaum-wachstum\"><strong>The starting point: Good product, but hardly any growth<\/strong><\/h2>\n<div class=\"hervor\"><p><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-nachhaltigkeits-marketing-yogamatten\/\">Mantrafant (in German)<\/a> produced sustainable, high-quality yoga mats. Despite enthusiastic customer reviews, the company stagnated. Marketing campaigns had no effect, revenue stagnated, growth failed to materialise. The Mantrafant team realised: something was missing \u2013 but what exactly?<\/p><\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">02<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-die-herausforderung-warum-nachhaltigkeit-allein-nicht-reicht\"><strong>The challenge: Why sustainability alone isn\u2019t enough<\/strong><\/h2>\n<div class=\"hervor\"><p>Mantrafant originally believed that sustainability was its customers\u2019 most important reason to buy. But intensive marketing around ecological benefits brought hardly any sales. The team suspected: the customers\u2019 true buying motives lay hidden deeper down.<\/p><\/div>\n<p class=\"body\"><strong>Sustainability is not the purchase trigger. Sustainability is the justification that becomes the story after the purchase.<\/strong> Anyone who turns the message round and puts sustainability at the top as the main selling point talks past customers\u2019 real buying motives \u2013 and fails systematically.<\/p>\n<figure class=\"bild\"><img data-dominant-color=\"b3a9a5\" data-has-transparency=\"false\" style=\"--dominant-color: #b3a9a5;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"743\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/JTBD-WheelOfProgress_Yogamatte-mantrafant_en-1024x743.webp\" alt=\"Wheel of Progress Canvas for Mantrafant yoga mats \u2013 JTBD analysis showing real customer needs, buying motives and decision criteria\" class=\"wp-image-7880 not-transparent\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/JTBD-WheelOfProgress_Yogamatte-mantrafant_en-1024x743.webp 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/JTBD-WheelOfProgress_Yogamatte-mantrafant_en-300x218.webp 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/JTBD-WheelOfProgress_Yogamatte-mantrafant_en-768x558.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/JTBD-WheelOfProgress_Yogamatte-mantrafant_en.webp 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">The Wheel of Progress Canvas made the decisive buying motives and customer needs at Mantrafant visible \u2013 the basis for successfully implementing the JTBD strategy.<\/figcaption><\/figure>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">03<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-der-losungsweg-mit-jtbd-echte-kaufmotive-entdecken\"><strong>The solution with JTBD: Discovering real buying motives<\/strong><\/h2>\n<div class=\"hervor\"><p>Together with Oberwasser Consulting, Mantrafant began with structured <a href=\"https:\/\/oberwasser-consulting.de\/en\/the-jobs-to-be-done-theory\/\">JTBD interviews<\/a>. These revealed surprising insights: not sustainability, but comfort, hygiene and safety were the decisive buying motives. Customers wanted yoga mats that were, above all, comfortable and hygienic, so that they could train without worrying.<\/p><\/div>\n<p class=\"body\">Stefan H\u00fcck (Mantrafant\u2019s founder) told the whole story in conversation with Peter Rochel \u2013 including the interview mechanics that made the real buying motives visible: <a href=\"https:\/\/youtu.be\/-stBGxdyVeY\" target=\"_blank\" rel=\"noopener\"><strong>\u2018Nobody buys because of sustainability \u2013 how Mantrafant sold 5x more yoga mats\u2019 on YouTube (in German)<\/strong><\/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      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">04<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-die-umsetzung-von-echten-kundenbedurfnissen-zur-starken-marktposition\">The implementation: From real customer needs to a strong market position<\/h2>\n<div class=\"hervor\"><p>Based on the JTBD findings, Mantrafant\u2019s entire communication was changed: new advertising messages focused on hygiene, comfort and a better yoga experience. Product images and landing pages were optimised with the customer in mind. The effect was immediately noticeable.<\/p><\/div>\n<figure class=\"bild\"><img data-dominant-color=\"bdc1c6\" data-has-transparency=\"false\" style=\"--dominant-color: #bdc1c6;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Mantrafant-Umsetzung-1024x576.webp\" alt=\"JTBD case study Mantrafant \u2013 before and after of the communication strategy (slide in German): shift from a focus on sustainability to slip resistance, well-being and emotional added value\" class=\"wp-image-9523 not-transparent\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Mantrafant-Umsetzung-1024x576.webp 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Mantrafant-Umsetzung-300x169.webp 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Mantrafant-Umsetzung-768x432.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/01\/Mantrafant-Umsetzung.webp 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Before and after: Mantrafant\u2019s communication strategy (slide in German).<\/figcaption><\/figure>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">05<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-verkaufe-verfunffacht-marketingkosten-massiv-reduziert\"><strong>Sales quintupled, marketing costs massively reduced<\/strong><\/h2>\n<div class=\"hervor\"><p><strong>Impulse<\/strong>&nbsp;magazine also reported in detail on Mantrafant\u2019s success with the JTBD method.&nbsp;<a href=\"https:\/\/www.impulse.de\/organisation\/jobs-to-be-done\/7612209.html\">Read the full article here (in German)<\/a>.<\/p><\/div>\n<ul class=\"liste\">\n<li>Sales increased by a factor of&nbsp;<strong>5<\/strong><\/li>\n<li>Fast implementation and immediate results within just a&nbsp;<strong>few weeks<\/strong><\/li>\n<\/ul>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">06<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-kernerkenntnisse-aus-der-mantrafant-jtbd-case-study\"><strong>Key findings from the Mantrafant JTBD case study<\/strong><\/h2>\n<ul class=\"liste\">\n<li><strong>It\u2019s not what companies believe but what really moves customers that decides success.<\/strong><\/li>\n<li><strong>JTBD delivers reliable, measurable insights instead of vague assumptions.<\/strong><\/li>\n<li><strong>Customer centricity through JTBD significantly reduces bad investments.<\/strong><\/li>\n<\/ul>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">07<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-mantrafant-ist-kein-einzelfall\">Mantrafant is not an isolated case: what three documented JTBD studies on sustainable products consistently show<\/h2>\n<p class=\"body\">More than 700 consulting projects and three documented JTBD studies on sustainable products \u2013 B2C consumer goods (yoga mats), energy technology\/sector coupling and B2B mid-sized companies \u2013 consistently show the same pattern. Sustainability is not the purchase trigger. What really drives buying decisions:<\/p>\n<h3>1. Concrete figures beat the climate argument<\/h3>\n<p class=\"body\">Not values but effects are the language people buy in. Anyone who communicates sustainability without a numerical anchor burns attention.<\/p>\n<h3>2. Fear of greenwashing is the strongest anti-motive<\/h3>\n<p class=\"body\">In B2B mid-sized companies, it blocks entire communication strategies for years. Anyone who communicates as sustainable without substance they can prove burns trust \u2013 and buyers react with suspicion instead of enthusiasm.<\/p>\n<h3>3. Peer and role-model mechanics beat brand communication<\/h3>\n<p class=\"body\">The neighbour with the actual photovoltaic system. Advertising is not the primary trigger \u2013 the peer with real figures is. Marketing budgets without peer amplifiers come to nothing.<\/p>\n<h3>4. \u2018Do it first, then talk about it\u2019 as a reputation line<\/h3>\n<p class=\"body\">Anyone who communicates without substance they can prove loses. Anyone who builds substance AND then makes it visible wins. Marketing-first fails systematically in sustainable categories.<\/p>\n<h3>5. Cost-neutral door-openers beat price-premium arguments<\/h3>\n<p class=\"body\">As soon as sustainability is negotiated as a price premium, it fails. Anyone who sidesteps the price-premium argument and delivers sustainability at no extra cost wins.<\/p>\n<h3>6. Regret over lost time motivates more strongly than promises about the future<\/h3>\n<p class=\"body\">Anyone who makes this pattern visible reverses the force of inertia: waiting becomes expensive, acting pays off. In sustainable categories, promises about the future work less well than keeping the loss in view.<\/p>\n<p class=\"body\">This is exactly what Mantrafant discovered in its own JTBD interviews \u2013 comfort, hygiene, safety and room aesthetics beat sustainability. The yoga mat isn\u2019t bought for the planet, but for the training session. Sustainability is what becomes self-reassurance after the purchase.<\/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      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">08<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-was-du-daraus-fur-amazon-listings-lernst\">What you can learn from this for Amazon listings and e-commerce<\/h2>\n<p class=\"body\">Mantrafant sold mainly through Amazon. Four concrete ways to apply this to any Amazon listing for sustainable products:<\/p>\n<ul class=\"liste\">\n<li><strong>Product title by job, not by material.<\/strong> \u2018Non-slip yoga mat for hot yoga, with a hygienic surface\u2019 beats \u2018Sustainable natural rubber yoga mat\u2019 \u2013 in exactly this order.<\/li>\n<li><strong>Bullet order by job priority.<\/strong> Bullet 1 = top job (safety\/slip resistance). Bullet 2 = secondary job (hygiene\/odour). Only bullet 5+ may mention sustainability \u2013 as a bonus, not as a promise.<\/li>\n<li><strong>Image order by proof of safety.<\/strong> Image 1 = the mat in use, image 2 = slip\/grip test, image 3 = proof of hygiene. Sustainability icons don\u2019t belong in the hero image.<\/li>\n<li><strong>A+ content as proof of the job, not as a manifesto.<\/strong> Before-and-after scenes from the yoga studio. Concrete training situations. In A+ content, sustainability is shown as proof of competence, not as a selling point.<\/li>\n<\/ul>\n<p class=\"body\">Anyone who reconstructs the job properly realises: the competition isn\u2019t the other sustainable yoga mat. The competition is the banana, the borrowed mat at the studio, skipping the session. Once you\u2019ve understood the job, you immediately have a list of new listing optimisations.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">09<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-wie-auch-dein-unternehmen-mit-jtbd-profitieren-kann\"><strong>How your company can benefit from JTBD too<\/strong><\/h2>\n<div class=\"hervor\"><p>Would you like to understand real customer needs as Mantrafant did back then, and grow your business sustainably? Oberwasser Consulting supports you with proven JTBD workshops and individual consulting to understand your target group\u2019s buying motives in depth and use them in a targeted way.<\/p><\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt kapitel grau fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <p class=\"zeitmarke marke-zeit\" aria-hidden=\"true\">10<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-jetzt-case-study-als-pdf-downloaden\"><strong>Download the case study as a PDF (in German)<\/strong><\/h2>\n<div class=\"fremd\">\n\n\n\n<div class=\"cs-download-section\" style=\"display:flex;gap:32px;align-items:flex-start;margin:32px 0;\">\n  <div style=\"flex:1;min-width:280px;\">\n    <img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/05\/Mantrafant-Case-Vorschau-1024x576.webp\" alt=\"JTBD case study Mantrafant \u2013 5\u00d7 revenue with Jobs to Be Done (cover, in German)\" style=\"width:100%;border-radius:8px;margin-bottom:16px;\" \/>\n  <\/div>\n  <div id=\"kt-mantrafant-form\" class=\"oc-kt-form\" style=\"flex:1;min-width:280px;background:#F4F6F8;border:1px solid #DEE2E8;border-radius:12px;padding:28px 24px;\">\n    <p style=\"font-weight:700;font-size:1.15rem;color:#0F2C4A;margin-bottom:4px;\">Download the case study as a PDF<\/p>\n    <p style=\"font-size:0.9rem;color:#718096;margin-bottom:16px;\">In German: diagnosis, strategy pivot, measurable results. By email \u2013 double opt-in; the emails are in German too.<\/p>\n    <form id=\"ktv2-form-349507\" accept-charset=\"UTF-8\" method=\"post\" action=\"https:\/\/app.klicktipp.com\/api\/subscriber\/signin.html\">\n      <input type=\"hidden\" name=\"apikey\" value=\"85awzgnwz8zb7bf\" \/>\n      <input type=\"hidden\" name=\"fields[fieldDigit]\" value=\"\" \/>\n      <div style=\"margin-bottom:12px;\">\n        <input type=\"text\" name=\"fields[fieldFirstName]\" placeholder=\"Your first name\" required style=\"width:100%;padding:14px 16px;border:2px solid #DEE2E8;border-radius:8px;font-size:1rem;background:#fff;outline:none;transition:border-color 0.2s;\" onfocus=\"this.style.borderColor='#2E5CDB'\" onblur=\"this.style.borderColor='#DEE2E8'\" \/>\n      <\/div>\n      <div style=\"margin-bottom:12px;\">\n        <input type=\"email\" name=\"email\" placeholder=\"Your email address\" required style=\"width:100%;padding:14px 16px;border:2px solid #DEE2E8;border-radius:8px;font-size:1rem;background:#fff;outline:none;transition:border-color 0.2s;\" onfocus=\"this.style.borderColor='#2E5CDB'\" onblur=\"this.style.borderColor='#DEE2E8'\" \/>\n      <\/div>\n      <div style=\"margin-bottom:12px;\">\n        <label style=\"font-size:0.8rem;color:#718096;display:flex;align-items:flex-start;gap:8px;cursor:pointer;\">\n          <input type=\"checkbox\" name=\"fields[DSGVOCheckbox]\" required style=\"margin-top:3px;\" \/>\n          <span>I agree that Oberwasser Consulting may use my email address to send me the case study and occasional expert content. <a href=\"https:\/\/oberwasser-consulting.de\/en\/privacy-policy\/\" target=\"_blank\" style=\"color:#2E5CDB;\">Privacy policy<\/a>. You can unsubscribe at any time.<\/span>\n        <\/label>\n      <\/div>\n      <button type=\"submit\" style=\"width:100%;padding:14px 24px;background:#2E5CDB;color:#fff;border:none;border-radius:50px;font-size:1rem;font-weight:700;cursor:pointer;transition:background 0.2s;\" onmouseover=\"this.style.background='#1E4ABB'\" onmouseout=\"this.style.background='#2E5CDB'\">Download the case study<\/button>\n    <\/form>\n    <p style=\"font-size:0.75rem;color:#A0AEC0;margin-top:8px;text-align:center;\">Free. No spam. Double opt-in.<\/p>\n  <\/div>\n<\/div>\n<style>\n@media(max-width:680px){\n  .cs-download-section{flex-direction:column !important;}\n}\n<\/style>\n<script type=\"text\/javascript\" src=\"https:\/\/scripts.cdn.klicktipp.cloud\/captcha\/protect.js\"><\/script>\n\n\n\n<\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<section class=\"abschnitt faq-abschnitt fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2 class=\"kopfzeile\" id=\"h-faq\">FAQ<\/h2><\/div>\n    <div class=\"yoast-faq\">\n\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1780058915349-4b98793e\"><strong class=\"schema-faq-question\">Why isn\u2019t sustainability alone enough to trigger a purchase?<\/strong> <p class=\"schema-faq-answer\">Three documented JTBD studies on sustainable products consistently show: sustainability is not the purchase trigger, but the justification that becomes the story after the purchase. Customers buy because of concrete effects (comfort, saving money, hygiene, safety). Sustainability reinforces the decision, but is rarely the primary driver.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1780058915352-eab3e326\"><strong class=\"schema-faq-question\">What are the real purchase triggers for sustainable products?<\/strong> <p class=\"schema-faq-answer\">In the Mantrafant study, they were comfort, hygiene, safety and room aesthetics. Across other JTBD studies in sustainable categories, we consistently see six patterns: concrete figures instead of climate arguments, avoiding the fear of greenwashing, peer validation instead of advertising, \u2018do it first, then talk about it\u2019 as a reputation line, cost-neutral door-openers instead of price-premium arguments, regret over lost time instead of promises about the future.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1780058915354-dea77395\"><strong class=\"schema-faq-question\">How do you apply JTBD in e-commerce and on Amazon?<\/strong> <p class=\"schema-faq-answer\">Write product titles by job rather than by material, structure the bullet order by job priority (top job first, sustainability as a bonus), use images as proof for customers\u2019 most important concerns (e.g. slip resistance, hygiene), design A+ content as proof of the job rather than as a manifesto.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1780058915356-4105f3d7\"><strong class=\"schema-faq-question\">How many JTBD interviews do you need for a case study like Mantrafant?<\/strong> <p class=\"schema-faq-answer\">For Mantrafant\u2019s strategy correction, a few structured JTBD interviews were enough. What matters is not the quantity but the interview technique: reconstructing the script rather than polling opinions.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1780058915359-12eeb3e4\"><strong class=\"schema-faq-question\">What is the Wheel of Progress Canvas and how was it used at Mantrafant?<\/strong> <p class=\"schema-faq-answer\">The Wheel of Progress Canvas is the JTBD analysis tool developed by Eckhart B\u00f6hme and Peter Rochel. From interview material, it brings together the central components of a customer job: events (triggers), forces (push\/pull\/anxiety\/habit), needs, outcomes. At Mantrafant, the canvas made the real buying motives visible and led directly to the strategy correction.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1780058915361-8059b46a\"><strong class=\"schema-faq-question\">How long does it take for JTBD to deliver measurable results?<\/strong> <p class=\"schema-faq-answer\">At Mantrafant, the first measurable results became visible within a few weeks of the strategy change (marketing messages, listing optimisations, reallocation of advertising). The prerequisite: consistently translating the JTBD insights to the operational level. JTBD insights that sit in a drawer deliver nothing \u2013 implementation is what counts.<\/p> <\/div><\/div>\n\n\n\n\n    <\/div>\n<div class=\"vor inhalt\">\n<h3>Ready to decide? Get the template.<\/h3>\n<p class=\"body\">The <strong>decision template<\/strong> is the format in which steering committees say \u2018yes\u2019: options, trade-offs, measurement signals \u2013 on one page. Tested in more than 700 projects.<\/p>\n<p class=\"cta\"><a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/entscheidungsvorlage\/\">Download the decision template (in German)<\/a><\/p>\n<p class=\"body klein\">4-page PDF in German \u2013 ready to fill in, free by email.<\/p>\n<h3>More JTBD case studies<\/h3>\n<ul class=\"liste\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\">B2B cybersecurity: from IT systems house to technology success partner (in German)<\/a><\/li>\n<li><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-case-study-e-bike-kaufentscheidung\/\">E-bike: one product, eight buyers, eight different reasons (in German)<\/a><\/li>\n<\/ul>\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>\n  <\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Fivefold increase in sales with the JTBD method The Mantrafant success story Why do so many products fail in the market? Usually, there is no clear understanding of what customers actually need. This case study of Mantrafant shows how it can be done differently. By consistently applying the Jobs to Be Done (JTBD) method together [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9522,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"How Mantrafant quintupled sales figures with the JTBD method \u2013 practical example with Oberwasser Consulting.","_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-7875","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>Fivefold increase in sales with the JTBD method \u2013 The Mantrafant success story &#8226; 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At Mantrafant, the canvas made the real buying motives visible and led directly to the strategy correction.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/#faq-question-1780058915361-8059b46a","position":6,"url":"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/#faq-question-1780058915361-8059b46a","name":"How long does it take for JTBD to deliver measurable results?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"At Mantrafant, the first measurable results became visible within a few weeks of the strategy change (marketing messages, listing optimisations, reallocation of advertising). The prerequisite: consistently translating the JTBD insights to the operational level. JTBD insights that sit in a drawer deliver nothing \u2013 implementation is what counts.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages\/7875","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/comments?post=7875"}],"version-history":[{"count":11,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages\/7875\/revisions"}],"predecessor-version":[{"id":11659,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/pages\/7875\/revisions\/11659"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/media\/9522"}],"wp:attachment":[{"href":"https:\/\/oberwasser-consulting.de\/en\/wp-json\/wp\/v2\/media?parent=7875"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}