{"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":"2026-10-13T19:30:47","modified_gmt":"2026-10-13T17:30:47","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":"Mantrafant JTBD Case Study: Keeping a grip \u2013 and staying in the pose"},"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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.hero{padding-bottom:72px}\n#oc-redesign .hero .unterzeile{font-size:24px;margin-top:16px}\n#oc-redesign .hero .leitsatz{margin-top:40px;font-size:21px}\n#oc-redesign .aussage.mittel{font-size:26px}\n#oc-redesign blockquote.zitat{font-size:22px}\n#oc-redesign h3{font-size:21px}\n#oc-redesign .kapitel .inhalt{margin-top:32px}\n#oc-redesign .inhalt>h3,#oc-redesign .inhalt>h4{margin-top:40px}\n#oc-redesign .inhalt .spalten2,#oc-redesign .inhalt .spalten3{grid-template-columns:1fr}\n#oc-redesign .hervor{padding-left:16px}\n#oc-redesign .hervor p{font-size:19px}\n#oc-redesign .yoast-faq{margin-top:48px}\n#oc-redesign .yoast-faq .schema-faq-section{display:block;padding:24px 0}\n#oc-redesign .yoast-faq .schema-faq-question{font-size:17px}\n#oc-redesign .yoast-faq .schema-faq-answer{margin-top:10px}\n#oc-redesign .schluss-kapitel h2{font-size:30px}\n#oc-redesign h1.display,#oc-redesign h2,#oc-redesign h3,#oc-redesign .hero .unterzeile{overflow-wrap:break-word;hyphens:auto;-webkit-hyphens:auto}\n#oc-redesign .inhalt p,#oc-redesign .inhalt li,#oc-redesign .hervor p,#oc-redesign blockquote.zitat{overflow-wrap:break-word}\n#oc-redesign .tabelle table{font-size:14px}}\n<\/style>\n<section class=\"navy hero fb\">\n  <div class=\"wrap\">\n    <h1 class=\"display\">Keeping a grip \u2013 <span class=\"duenn\">and staying in the pose.<\/span><\/h1>\n    <p class=\"leitsatz\"><strong>A Jobs to Be Done example from e-commerce: Mantrafant, a young maker of premium yoga mats based in Cologne, led its marketing with sustainability, and founder Stefan H\u00fcck didn\u2019t know what buyers were looking for. In February 2020, four interviews with target customers took place in a single day. In all four, slipping was a reason to get rid of a mat, and three ruled out a slipping mat outright. Sustainability was not the main reason to buy for any of them, but for two of the four it was part of what they would pay more for.<\/strong><\/p>\n    <p class=\"einstieg\"><em>Quotes translated from the original German; cuts are marked [\u2026]. The founder\u2019s quotes come from a podcast conversation recorded in October 2020. 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L767.0,117.4 L773.5,113.7 L780.0,110.0\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.13\" stroke-width=\"1.1\"\/><mask id=\"anim-m-m\" maskUnits=\"userSpaceOnUse\" x=\"0\" y=\"0\" width=\"390\" height=\"130\"><path class=\"k-maske\" d=\"M 400 16 C 281 6 226 120 133 81 S 39 52 40 112\" pathLength=\"1\" fill=\"none\" stroke=\"#fff\" stroke-width=\"14\"\/><\/mask><path d=\"M 400 16 C 281 6 226 120 133 81 S 39 52 40 112\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"3.5\" stroke-linecap=\"round\" stroke-dasharray=\"0 12\" mask=\"url(#anim-m-m)\"\/><circle class=\"k-ring\" cx=\"40\" cy=\"112\" r=\"6\" fill=\"none\" stroke=\"#2E5CDB\" stroke-width=\"1.5\"\/><circle cx=\"40\" cy=\"112\" r=\"5\" fill=\"#0F2C4A\"\/><\/svg><\/div><\/div>\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-the-mat-was-good\">The mat was good. What buyers were looking for, he didn\u2019t know.<\/h2>\n<p class=\"body\">Stefan H\u00fcck had developed his first yoga mat for himself, without looking at the market first. In 2018 the side project became Mantrafant GmbH, a limited company. The mat cost several times as much as a cheap one. Most sales went through Amazon. Without an advertising budget, new products ranked low there; with advertising, every sale became expensive. Ads in Google search also cost a lot for what they sold.<\/p>\n<blockquote class=\"zitat\"><p>\u2018I didn\u2019t look at the market, I didn\u2019t think about what customers actually want, I didn\u2019t give any thought to sales \u2013 I simply made a yoga mat for myself [\u2026].\u2019<\/p>\n<cite>Stefan H\u00fcck, founder of Mantrafant, on the podcast (October 2020)<\/cite><\/blockquote>\n<p class=\"body\">The marketing led with sustainability: the mat was made sustainably, so that was what you said first. By his own account, the founder had little marketing experience. In February 2020, there was a lot of stock of several products for the first time, and another product was about to be crowdfunded.<\/p>\n<p class=\"body\">He had come across the Wheel of Progress at a workshop in his co-working space\u2019s start-up programme. After a pitch night, he wrote to Oberwasser Consulting that same evening. He later described what was on his mind: why do people buy a yoga mat that costs several times as much as a cheap one?<\/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\">02<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-one-day-of-asking\">One day of asking. Just over a week to new ads.<\/h2>\n<h3 id=\"h-february-2020\">February 2020: four interviews in one day<\/h3>\n<p class=\"body\">The founder got in touch in mid-February 2020. The kick-off was on 24 February, and on 27 February four target customers came in one after another for interviews run jointly with Oberwasser Consulting. Beforehand, he had doubted whether anyone would turn up for an hour-long conversation, and whether so few interviews would be enough. According to him, patterns emerged after just two or three conversations.<\/p>\n<p class=\"body\">The questions were not about opinions but about a real purchase: what had happened, what was compared, what tipped the balance. The four target customers had all bought yoga mats before. None of them is known to have been a Mantrafant customer. The analysis used the Wheel of Progress, developed in 2019 by Eckhart B\u00f6hme and Peter Rochel.<\/p>\n<h3 id=\"h-march-2020\">March 2020: new messages in the ads<\/h3>\n<p class=\"body\">By early March, new messages were running in the ads on Amazon and in Google search, just over a week after the interview day.<\/p>\n<h3 id=\"h-from-may-2020\">From May 2020: support in coaching calls<\/h3>\n<p class=\"body\">From May 2020, the team kept working on the findings with Oberwasser Consulting in coaching calls.<\/p>\n<div class=\"spalten2\"><div><figure class=\"bild\"><a href=\"#kt-mantrafant-form\"><img data-dominant-color=\"595d60\" data-has-transparency=\"true\" style=\"--dominant-color: #595d60;\" decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/fallstudie-mantrafant-vorschau-en-v16.webp\" alt=\"Case study preview: Mantrafant \u2013 keeping a grip and staying in the pose\" class=\"wp-image-11705 size-full has-transparency\"\/><\/a><\/figure><\/div><div><p class=\"body\">The case study as a PDF (7 pages): background, project, what counted in four interviews, and the key insight. <a href=\"#kt-mantrafant-form\"><strong>Request it free by email<\/strong><\/a> \u2013 form at the end of this page.<\/p><\/div><\/div>\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-what-the-interviews-showed\">What the interviews showed<\/h2>\n<h3 id=\"h-1-if-it-slips-it-goes\">1. If it slips, it goes<\/h3>\n<blockquote class=\"zitat\"><p>\u2018[\u2026] for me a yoga session is only half a success if I can\u2019t concentrate because I keep readjusting.\u2019<\/p>\n<cite>Interviewed target customer, on a mat she slips on<\/cite><\/blockquote>\n<p class=\"body\">In all four interviews, slipping was a reason to get rid of a mat or replace it. Looks and colour mattered to all four as well. Three said outright that they wouldn\u2019t buy a mat without grip \u2013 two of them explicitly put grip ahead of looks. The fourth had already bought five or six mats, often because they slipped \u2013 and still bought a slipping one again for its colour.<\/p>\n<blockquote class=\"zitat\"><p>\u2018For me that really is decisive \u2013 the mat could be ever so beautiful, if I just notice, or I don\u2019t have any grip [\u2026], then I won\u2019t buy that mat.\u2019<\/p>\n<cite>Interviewed target customer<\/cite><\/blockquote>\n<h3 id=\"h-2-sustainability\">2. Sustainability: not the main reason, but a reason to pay more<\/h3>\n<p class=\"body\">Sustainability was not the main reason to buy for any of the four. One woman only paid attention to fair production when two mats were equally good. For two of the four, though, sustainability was part of what they would pay more for: one named a figure of up to 130 euros for a beautiful, sustainable mat that lasts, the other 135 euros for an eco mat with everything she wanted, whose production could be traced back step by step.<\/p>\n<blockquote class=\"zitat\"><p>\u2018But sustainability [\u2026] is one of those forces that, in the end, tends to make you go through with the purchase \u2013 but it\u2019s not a real reason why you look for a yoga mat.\u2019<\/p>\n<cite>Stefan H\u00fcck on the podcast (October 2020), on what he took from the interviews<\/cite><\/blockquote>\n<h3 id=\"h-3-hygiene-smell-recommendation\">3. Hygiene, smell, recommendation<\/h3>\n<p class=\"body\">Three of the four found shared mats unhygienic. An unpleasant smell, such as plastic, put three of the four off. For three of the four, a recommendation or a role model ended the search.<\/p>\n<h3 id=\"h-4-what-these-interviews-dont-show\">4. What these interviews don\u2019t show<\/h3>\n<p class=\"body\">These were four conversations in one day, with target customers, not with known Mantrafant customers. They show what made a mat fail for these four and what they would pay more for \u2013 not how widespread each pattern is in the market.<\/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-what-changed\">What changed \u2013 according to the founder<\/h2>\n<p class=\"body\">It was quick to put into practice. According to Stefan H\u00fcck, the team spent half a day on new ads, took out what wasn\u2019t working, and fine-tuned them on a second day.<\/p>\n<ul class=\"liste\">\n<li>The marketing no longer led with \u2018sustainably made\u2019. The messages followed the search situation: non-slip in class, easy to clean, more hygienic than a borrowed mat, easy to carry. Sustainability came further down.<\/li>\n<li>Anyone who didn\u2019t want to buy the wrong mat could test it for 100 days and send it back.<\/li>\n<li>Before changing a product, the team itself ran interviews with three or four participants, by video.<\/li>\n<\/ul>\n<p class=\"body\">On the impact, he said in October 2020 that advertising costs had fallen to roughly a third, for the same number of sales. He was mainly referring to advertising outside Amazon, such as in Google search. After that, he raised the advertising budget again; by his account, sales then rose two- to threefold.<\/p>\n<p class=\"body\">Later, in an article on Jobs to be Done that also quotes Peter Rochel of Oberwasser Consulting, the German business magazine impulse reported that Mantrafant had increased its sales fivefold \u2013 through the new marketing copy, the 100-day trial guarantee and partnerships with yoga studios combined.<\/p>\n<p class=\"body\">We don\u2019t have sales figures that confirm these statements, and they refer to different periods and measures.<\/p>\n<p class=\"body\">The full conversation with Stefan H\u00fcck: <a href=\"https:\/\/oberwasser-consulting.de\/jtbd-nachhaltigkeits-marketing-yogamatten\/\">podcast episode from October 2020<\/a> (in German) \u00b7 <a href=\"https:\/\/www.impulse.de\/organisation\/jobs-to-be-done\/7612209.html\" target=\"_blank\" rel=\"noopener\">impulse article (in German)<\/a><\/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\">05<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-what-you-can-take-from-this-case\">What you can take from this case<\/h2>\n<ul class=\"liste\">\n<li><strong>Check your marketing against the deal-breaker.<\/strong> If your buyers rule your product out over a feature you don\u2019t even mention, even the best message won\u2019t help.<\/li>\n<li><strong>Separate the reason to buy from the reason to pay more.<\/strong> Here, sustainability was not the main reason, but for two of the four it was a reason to pay more. They belong in different places.<\/li>\n<li><strong>Start small.<\/strong> The four interviews of that one day already showed the deal-breaker. You can test your own message with one interview: the <a href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">Buying-Reason Finding<\/a>.<\/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-download-the-full-case-study\">Download the full case study as a PDF<\/h2>\n<p class=\"body\">The case study in 7 pages: background, project, what counted in four interviews, and the key insight \u2013 quotable, and ready to pass on to your team.<\/p>\n<div class=\"fremd\">\n\n\n\n<div id=\"kt-mantrafant-form\" class=\"oc-kt-form\" style=\"background:#F4F6F8;border:1px solid #DEE2E8;border-radius:12px;padding:28px 24px;max-width:640px;margin:24px auto;\">\n    <img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/fallstudie-mantrafant-vorschau-en-v16.webp\" alt=\"Case study preview: Mantrafant \u2013 keeping a grip and staying in the pose\" style=\"width:100%;border-radius:8px;margin-bottom:16px;\" \/>\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  <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-frequently-asked-questions\">Frequently asked questions<\/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-mf-01\"><strong class=\"schema-faq-question\">How long did the project take?<\/strong> <p class=\"schema-faq-answer\">The founder got in touch in mid-February 2020, and four interviews took place in one day on 27 February. Just over a week later, new messages were running in the ads. From May 2020, support followed in coaching calls.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-mf-02\"><strong class=\"schema-faq-question\">Do customers buy yoga mats for sustainability?<\/strong> <p class=\"schema-faq-answer\">Not as the main reason in these four interviews. For all four, slipping was a reason to get rid of a mat. For two of the four, though, sustainability was part of what they would pay more for.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-mf-03\"><strong class=\"schema-faq-question\">Are four interviews enough?<\/strong> <p class=\"schema-faq-answer\">To see a pattern you can test in a message, often yes: according to the founder, patterns emerged after two or three conversations. Four interviews don\u2019t show how widespread a pattern is in the market.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-mf-04\"><strong class=\"schema-faq-question\">What is the Wheel of Progress?<\/strong> <p class=\"schema-faq-answer\">A JTBD analysis framework developed in 2019 by Eckhart B\u00f6hme and Peter Rochel. It organises what people say about a purchase in interviews: events that set something in motion, and forces that push towards a switch or hold it back.<\/p> <\/div> <\/div>\n\n\n\n\n    <\/div>\n<div class=\"vor inhalt\">\n<h3 id=\"h-what-you-believe-is-in-your-marketing\">What you believe is in your marketing. What buyers check, you hear in an interview.<\/h3>\n<p class=\"body\">Here it was a yoga mat. For you, it might be a personal care product, a tool or a piece of software: a product you built out of conviction, and a message you take to be the reason people buy. After the first joint interviews, the team carried on running them itself \u2013 by video, before every product change. <strong>Do you know what your buyers check first when they look at your product?<\/strong><\/p>\n<p class=\"body\">The Buying-Reason Finding: a real buyer, interviewed and checked against your assumptions. In this case, there were four target customers in one day. For you, it starts with a list of what you believe today \u2013 and one interview.<\/p>\n<p class=\"cta\"><a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">View the Buying-Reason Finding<\/a><\/p>\n<p class=\"body\">Need to know how your customers buy across the board? Then the <a href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Customer Insights Sprint<\/a> is the direct route. Find out more first: <a href=\"https:\/\/oberwasser-consulting.de\/en\/category\/blog\/podcast-innovateupgrade\/\">podcast with real cases<\/a> (many episodes in German).<\/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: being secure \u2013 and able to show it<\/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\"><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>Keeping a grip \u2013 and staying in the pose. A Jobs to Be Done example from e-commerce: Mantrafant, a young maker of premium yoga mats based in Cologne, led its marketing with sustainability, and founder Stefan H\u00fcck didn\u2019t know what buyers were looking for. In February 2020, four interviews with target customers took place in [&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":"Mantrafant JTBD Case Study: What Decides a Yoga Mat Purchase","_yoast_wpseo_metadesc":"A Jobs to Be Done example from Mantrafant: in all 4 interviews, slipping was a reason to get rid of a yoga mat. Sustainability was no one\u2019s main reason.","_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 v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mantrafant JTBD Case Study: What Decides a Yoga Mat Purchase<\/title>\n<meta name=\"description\" content=\"A Jobs to Be Done example from Mantrafant: in all 4 interviews, slipping was a reason to get rid of a yoga mat. 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