{"id":8168,"date":"2025-04-09T16:46:00","date_gmt":"2025-04-09T14:46:00","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/why-companies-fail-and-how-jtbd-helps-to-develop-products-that-customers-really-want\/"},"modified":"2026-10-02T19:04:36","modified_gmt":"2026-10-02T17:04:36","slug":"why-companies-fail-and-how-jtbd-helps-to-develop-products-that-customers-really-want","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/why-companies-fail-and-how-jtbd-helps-to-develop-products-that-customers-really-want\/","title":{"rendered":"Why companies fail \u2013 and how JTBD helps to develop products that customers really want"},"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 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L552.5,86.3 L559.0,87.2 L565.5,88.3 L572.0,89.4 L578.5,90.6 L585.0,91.8 L591.5,93.1 L598.0,94.5 L604.5,95.8 L611.0,97.2 L617.5,98.6 L624.0,99.9 L630.5,101.2 L637.0,102.4 L643.5,103.5 L650.0,104.6 L656.5,105.6 L663.0,106.5 L669.5,107.3 L676.0,107.9 L682.5,108.4 L689.0,108.8 L695.5,109.1 L702.0,109.2 L708.5,109.2 L715.0,109.0 L721.5,108.7 L728.0,108.2 L734.5,107.6 L741.0,106.9 L747.5,106.1 L754.0,105.2 L760.5,104.1 L767.0,103.0 L773.5,101.8 L780.0,100.6\" fill=\"none\" stroke=\"#0F2C4A\" stroke-opacity=\"0.10\" stroke-width=\"1.1\"\/><path class=\"iso i5\" d=\"M0.0,110.0 L6.5,106.7 L13.0,103.7 L19.5,101.3 L26.0,99.6 L32.5,98.6 L39.0,98.4 L45.5,98.9 L52.0,100.2 L58.5,102.3 L65.0,104.9 L71.5,108.0 L78.0,111.6 L84.5,115.3 L91.0,119.0 L97.5,122.7 L104.0,126.0 L110.5,129.0 L117.0,131.4 L123.5,133.1 L130.0,134.1 L136.5,134.3 L143.0,133.8 L149.5,132.5 L156.0,130.4 L162.5,127.8 L169.0,124.7 L175.5,121.1 L182.0,117.4 L188.5,113.7 L195.0,110.0 L201.5,106.7 L208.0,103.7 L214.5,101.3 L221.0,99.6 L227.5,98.6 L234.0,98.4 L240.5,98.9 L247.0,100.2 L253.5,102.3 L260.0,104.9 L266.5,108.0 L273.0,111.6 L279.5,115.3 L286.0,119.0 L292.5,122.7 L299.0,126.0 L305.5,129.0 L312.0,131.4 L318.5,133.1 L325.0,134.1 L331.5,134.3 L338.0,133.8 L344.5,132.5 L351.0,130.4 L357.5,127.8 L364.0,124.7 L370.5,121.1 L377.0,117.4 L383.5,113.7 L390.0,110.0 L396.5,106.7 L403.0,103.7 L409.5,101.3 L416.0,99.6 L422.5,98.6 L429.0,98.4 L435.5,98.9 L442.0,100.2 L448.5,102.3 L455.0,104.9 L461.5,108.0 L468.0,111.6 L474.5,115.3 L481.0,119.0 L487.5,122.7 L494.0,126.0 L500.5,129.0 L507.0,131.4 L513.5,133.1 L520.0,134.1 L526.5,134.3 L533.0,133.8 L539.5,132.5 L546.0,130.4 L552.5,127.8 L559.0,124.7 L565.5,121.1 L572.0,117.4 L578.5,113.7 L585.0,110.0 L591.5,106.7 L598.0,103.7 L604.5,101.3 L611.0,99.6 L617.5,98.6 L624.0,98.4 L630.5,98.9 L637.0,100.2 L643.5,102.3 L650.0,104.9 L656.5,108.0 L663.0,111.6 L669.5,115.3 L676.0,119.0 L682.5,122.7 L689.0,126.0 L695.5,129.0 L702.0,131.4 L708.5,133.1 L715.0,134.1 L721.5,134.3 L728.0,133.8 L734.5,132.5 L741.0,130.4 L747.5,127.8 L754.0,124.7 L760.5,121.1 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-der-haufigste-grund-warum-unternehmen-scheitern\"><strong>The most common reason why companies fail<\/strong><\/h2>\n<div class=\"fremd\">\n\n\n\n<\/div>\n<p class=\"body\">The figures are alarming:&nbsp;<strong>up to 90% of all new products fail<\/strong>, and 35\u201342% of all failed start-ups name a \u201clack of market need\u201d as the main reason. But what does that actually mean? At its core, it means that companies develop products that nobody really needs \u2013 simply because they do not know their customers\u2019 real needs well enough. This problem affects not only start-ups but also established companies, in B2B and B2C alike, worldwide just as much as here in Germany, Austria and Switzerland (DACH).<\/p>\n<figure class=\"bild\"><img data-dominant-color=\"635f50\" data-has-transparency=\"false\" style=\"--dominant-color: #635f50;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Friedhof_der_irrelevanten_features-1024x576.webp\" alt=\"Graveyard of irrelevant features: gravestones for dark mode, chat integration, AR preview, feature #96 and vanilla-flavoured barbecue charcoal (image text in German)\" class=\"wp-image-7731 not-transparent\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Friedhof_der_irrelevanten_features-1024x576.webp 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Friedhof_der_irrelevanten_features-300x169.webp 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Friedhof_der_irrelevanten_features-768x432.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Friedhof_der_irrelevanten_features-1536x864.webp 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/04\/Friedhof_der_irrelevanten_features-2048x1152.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p class=\"body\">So why does this still happen? And above all:&nbsp;<strong>how can you effectively minimise this risk for your company?<\/strong><\/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-warum-mangelndes-kundenverstandnis-produkte-zum-scheitern-bringt\"><strong>Why a lack of customer understanding makes products fail<\/strong><\/h2>\n<p class=\"body\">In our report <a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2025\/05\/utxo-solutions-whitepaper-scheitern-am-kunden-vorbei-2.pdf\">\u201cScheitern am Kunden vorbei\u201d (in German)<\/a>, we worked with UTXO Solutions to analyse current studies and data from the last ten years, including:<\/p>\n<ul class=\"liste\">\n<li><a href=\"https:\/\/www.cbinsights.com\/research\/report\/startup-failure-reasons-top\/\">CB Insights (\u201cThe Top 12 Reasons Startups Fail\u201d)<\/a><\/li>\n<li><a href=\"https:\/\/sloanreview.mit.edu\/article\/why-innovation-isnt-enough\/\">MIT Sloan Management Review<\/a><\/li>\n<li><a href=\"https:\/\/newsroom.accenture.de\/de\/subjects\/schweiz\/neue-accenture-studie-fur-unternehmen-ist-es-immer-schwieriger-relevant-fur-ihre-kundinnen-zu-bleiben\">Accenture innovation study (in German)<\/a><\/li>\n<\/ul>\n<p class=\"body\"><strong>The result is clear:<\/strong><\/p>\n<p class=\"body\"><strong>Start-ups most often fail (35\u201342%) because there is no real need for their product.<\/strong>&nbsp;At established companies, as many as 60\u201390% of all product launches fail because they are not aligned with real customer needs.<\/p>\n<p class=\"body\">Companies often lack in-depth&nbsp;<strong>customer insights<\/strong>, or they are not close enough to the market. The result: an enormous waste of resources, lost revenue and, ultimately, the failure of entire companies.<\/p>\n<div class=\"spalten2\"><div><figure class=\"bild\"><a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/02\/OC-whitepaper-scheitern-am-kunden-vorbei.pdf\"><img data-dominant-color=\"09141e\" data-has-transparency=\"true\" style=\"--dominant-color: #09141e;\" decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/whitepaper-scheitern-am-kunden-vorbei-titelblatt-2026-10.webp\" alt=\"Cover of the whitepaper \u201cScheitern am Kunden vorbei\u201d (in German) by Peter Rochel, Oberwasser Consulting\" class=\"wp-image-11292 size-full has-transparency\"\/><\/a><\/figure><\/div><div><p class=\"body\"><strong><a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/02\/OC-whitepaper-scheitern-am-kunden-vorbei.pdf\">Download the complete whitepaper as a PDF (in German)<\/a><\/strong><\/p><\/div><\/div>\n<p class=\"body\">And if, as you read, you notice that you are about to make your next decision blind: our <a href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/\">purchase-reason finding (Kaufgrund-Befund, in German)<\/a> puts an interview with a real buyer from your market next to your assumptions. The analysis is ready two working days after the interview, for \u20ac1,900 net, fixed price.<\/p>\n<p class=\"body\"><strong>See also our latest whitepaper<\/strong>: <a href=\"https:\/\/oberwasser-consulting.de\/bitcoin-strategien-jobs-to-be-done\/\">Bitcoin strategies with Jobs to be Done (JTBD) \u2013 how Bitcoin companies create sustainable markets through genuine customer proximity (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\">03<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-was-bedeutet-das-fur-start-ups-und-etablierte-unternehmen\"><strong>What does this mean for start-ups and established companies?<\/strong><\/h2>\n<h3 id=\"h-start-ups-kein-kundenproblem-kein-erfolg\"><strong>Start-ups: no customer problem, no success<\/strong><\/h3>\n<p class=\"body\">Young companies in particular urgently need to validate whether their business idea solves a real customer problem. Studies show that more than a third of founders realise far too late that there is no relevant market at all.<\/p>\n<h3 id=\"h-etablierte-unternehmen-kundenbedurfnisse-unterschatzt\"><strong>Established companies: customer needs underestimated<\/strong><\/h3>\n<p class=\"body\">Large companies often lose their direct line to the customer. Products are created in internal silos, without enough connection to what customers actually want. Examples such as Google Glass or \u201cNew Coke\u201d show that investments worth billions fail when customer focus is missing.<\/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-der-unterschied-zwischen-b2c-und-b2b\"><strong>The difference between B2C and B2B<\/strong><\/h2>\n<p class=\"body\">B2C and B2B companies are equally affected:<\/p>\n<ul class=\"liste\">\n<li><strong>B2C:<\/strong>&nbsp;Around 50% of B2C start-ups fail because of a lack of market need \u2013 rapid customer churn and a lack of customer acceptance are common.<\/li>\n<li><strong>B2B:<\/strong>&nbsp;44% of B2B start-ups fail because they misjudge willingness to buy or priorities. B2B customers churn more slowly, but here too, insufficient customer understanding leads to high losses.<\/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\">05<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-warum-traditionelle-innovationsmethoden-oft-nicht-ausreichen\"><strong>Why traditional innovation methods are often not enough<\/strong><\/h2>\n<p class=\"body\">Many companies already rely on methods such as design thinking, Lean Startup or customer experience analyses. Even so, failure rates remain high. The reason usually lies not in the methods themselves, but in the fact that they are applied half-heartedly or superficially:<\/p>\n<ul class=\"liste\">\n<li>No <a href=\"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-interview-zum-schreibtischkauf\/\">in-depth customer interviews (in German)<\/a><\/li>\n<li>No systematic investigation of real customer problems<\/li>\n<li>No <a href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">validated insights<\/a> before product development<\/li>\n<\/ul>\n<p class=\"body\">The result: companies often do not even know which problem they actually need to solve.<\/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\">06<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-warum-scheitern-unternehmen-bei-klassischer-meinungsforschung\"><strong>Why do companies fail with classic opinion research?<\/strong><\/h2>\n<p class=\"body\"><strong>Companies fail with classic opinion research because surveys and focus groups ask what people think about a product instead of reconstructing what they did at their last real purchase \u2013 this produces plausible answers with no explanatory power, and product, message and budget are built on a reason to buy that never triggered the decision.<\/strong><\/p>\n<p class=\"body\">This is rarely down to the sample. It is down to the direction of the question. The typical question is: \u201cWhat matters to you when you buy?\u201d And almost everyone gives an answer that sounds reasonable. But what customers give you as their reason for buying is rarely the cause. It is the explanation that seems plausible to them afterwards. In other words: a thousand answers show you the what, but not the why.<\/p>\n<p class=\"body\">Then there is the analysis. Classic market research segments by characteristics such as age, industry or income and averages the opinions. And that produces a profile. But people buy in a specific situation, because a job has become urgent enough. So you need the script: what happened before someone bought, what made them hesitate, and what decided it in the end?<\/p>\n<p class=\"body\">Take a <a href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">manufacturer of sustainable yoga mats<\/a> that we supported with Jobs to be Done. The team was sure the target group bought because of sustainability, and all the marketing revolved around it. A survey would only have confirmed this assumption. Four in-depth interviews that reconstructed the real moment of purchase showed something else: what decided it was the grip on the mat. One buyer said about her yoga teacher\u2019s recommendation: \u201cIf she says I won\u2019t slip on it, then I won\u2019t slip on it.\u201d<\/p>\n<p class=\"body\">So the company put grip at the centre, with a yoga teacher\u2019s recommendation and a 30-day guarantee on the product page. Sales rose fivefold, and the cost per new customer fell by 60 per cent. In other words: the difference was not made by a bigger sample, but by asking about the real moment of purchase.<\/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\">07<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-jobs-to-be-done-jtbd-als-losung-fur-echtes-kundenverstandnis\"><strong>Jobs to Be Done (JTBD) as the key to real customer understanding<\/strong><\/h2>\n<p class=\"body\">This is where Jobs to Be Done comes in. JTBD helps you and your company understand systematically:<\/p>\n<ul class=\"liste\">\n<li><strong>What problem do my customers really have?<\/strong><\/li>\n<li><strong>What do customers want to achieve when they use my product?<\/strong><\/li>\n<li><strong>What progress are customers striving for?<\/strong><\/li>\n<\/ul>\n<p class=\"body\">The <a href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">JTBD method<\/a> is based on structured, in-depth customer interviews and makes it possible to identify relevant customer needs precisely before products are developed.<\/p>\n<p class=\"body\">With <a href=\"https:\/\/oberwasser-consulting.de\/en\/the-jobs-to-be-done-theory\/\">JTBD<\/a>, you can establish early on whether there is any market need at all \u2013 and if so, what the product must look like to meet that need as well as possible.<\/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-wie-oberwasser-consulting-und-jtbd-dir-helfen\"><strong>How Oberwasser Consulting and JTBD help you<\/strong><\/h2>\n<p class=\"body\">Peter Rochel has been working with the Jobs to be Done method since 2006, and since 2014 with Oberwasser Consulting. Our team, led by <a href=\"https:\/\/www.linkedin.com\/in\/peterrochel\/\">JTBD expert Peter Rochel<\/a>, has helped companies in Germany, Austria and Switzerland build real customer understanding systematically in more than 700 client projects \u2013 and so reduce the risk of product flops.<\/p>\n<div class=\"fremd\">\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background has-text-align-center wp-element-button\" href=\"https:\/\/cal.com\/peterrochel\/60-minuten-termin\" style=\"background-color:#0271a0\" target=\"_blank\" rel=\"noreferrer noopener\">Book an online meeting here<\/a><\/div>\n<\/div>\n\n\n\n<\/div>\n<p class=\"body\">Our services include:<\/p>\n<ul class=\"liste\">\n<li><strong><a href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">JTBD customer interviews:<\/a><\/strong>&nbsp;precise analysis of real customer needs.<\/li>\n<li><strong><a href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">JTBD workshops<\/a>:<\/strong>&nbsp;learning and applying the JTBD methods in your own company (in-house, from \u20ac14,500 net).<\/li>\n<li><strong>JTBD Innovation Sprints:<\/strong>&nbsp;developing validated product ideas within a few weeks.<\/li>\n<li><strong>JTBD training:<\/strong>&nbsp;training your own staff to become JTBD experts.<\/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\">09<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-konkret-messbare-ergebnisse-dank-jtbd\"><strong>Concrete, measurable results thanks to JTBD<\/strong><\/h2>\n<p class=\"body\">Our clients report clear successes from using the JTBD method:<\/p>\n<ul class=\"liste\">\n<li><strong>Significantly lower flop rate<\/strong>&nbsp;for new product launches.<\/li>\n<li><strong>Higher customer retention and loyalty<\/strong>, because products meet real needs.<\/li>\n<li><strong>Less waste of resources<\/strong>, because development costs are aligned specifically with customer benefit.<\/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\">10<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-der-nachste-schritt\"><strong>The next step:<\/strong><\/h2>\n<p class=\"body\">Do you want to make sure your company does not develop products that \u201cmiss the customer\u201d?<\/p>\n<p class=\"body\">Then&nbsp;<strong>contact us now<\/strong>&nbsp;for a free initial call. Find out how Jobs to Be Done can help your company develop products your customers really want.<\/p>\n<p class=\"body\"><strong><a href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">\u2192 Book a free initial call<\/a><\/strong><\/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\">11<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-faq\"><strong>FAQ:<\/strong><\/h2>\n<h3 id=\"h-warum-scheitern-so-viele-unternehmen-trotz-guter-methoden-wie-design-thinking\"><strong>Why do so many companies fail despite good methods such as design thinking?<\/strong><\/h3>\n<p class=\"body\">Because these methods are often applied superficially or without in-depth customer interviews. JTBD complements them with a real understanding of customer jobs.<\/p>\n<h3 id=\"h-ist-jtbd-auch-fur-b2b-unternehmen-geeignet\"><strong>Is JTBD also suitable for B2B companies?<\/strong><\/h3>\n<p class=\"body\">Absolutely. JTBD is particularly effective in B2B, because customer relationships there are close, so JTBD can be used to best effect.<\/p>\n<h3 id=\"h-wie-lange-dauert-ein-jtbd-projekt-typischerweise\"><strong>How long does a JTBD project typically take?<\/strong><\/h3>\n<p class=\"body\">From a short, intensive sprint (usually two to six weeks from the first interview) to comprehensive, long-term integration into the organisation. JTBD is very flexible and scalable.<\/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\">12<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-fazit\"><strong>Conclusion:<\/strong><\/h2>\n<p class=\"body\">If you understand today what your customers will really need tomorrow, the risk of failure falls dramatically. The <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-jtbd-understanding-customers-enabling-innovation\/\">Jobs to Be Done method<\/a> gives you the tool to build this customer understanding in a targeted and effective way. That is how you develop products that succeed \u2013 sustainably and predictably.<\/p>\n<p class=\"body\"><strong>Oberwasser Consulting \u2013 experts in Jobs to Be Done.<\/strong><br>Let\u2019s make sure together that your company doesn\u2019t develop products that miss the customer.<\/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\">13<\/p>\n      <div class=\"inhalt\">\n<h2 id=\"h-mehr-beitrage-und-podcastepisoden-zu-jtbd-findest-du-hier\">You can find more articles and podcast episodes on JTBD here:<\/h2>\n\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\">Frequently asked questions: customer surveys, market research and JTBD<\/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-1787954100001-0c23ab01\"><strong class=\"schema-faq-question\">Why do customer surveys fail in product development?<\/strong> <p class=\"schema-faq-answer\">Because they measure what people say \u2013 not what they did at their last real purchase. You get opinions instead of reasons to buy. Jobs to be Done instead reconstructs the real purchase decision like a script, not like a profile.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787954100002-0c23ab02\"><strong class=\"schema-faq-question\">Why do new products flop despite market research?<\/strong> <p class=\"schema-faq-answer\">Up to 90 per cent of all new products fail \u2013 and 35 to 42 per cent of failed start-ups name a lack of market need as the main reason. Classic market research segments by characteristics and averages opinions; that is not how it finds the job customers really pay for.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787954100003-0c23ab03\"><strong class=\"schema-faq-question\">What is the difference between classic market research and Jobs to be Done?<\/strong> <p class=\"schema-faq-answer\">Market research segments by characteristics \u2013 a profile. Jobs to be Done explains the purchase decision through the job the customer wants to get done \u2013 a script. One describes; the other explains why people buy.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787954100004-0c23ab04\"><strong class=\"schema-faq-question\">Why does classic sales training not lead to additional deals?<\/strong> <p class=\"schema-faq-answer\">It trains people to pitch better while missing the customer\u2019s job. More pressure on the same mismatch does not close more deals \u2013 only when you know the job the customer wants to get done do you hit the reason to buy.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787954100005-0c23ab05\"><strong class=\"schema-faq-question\">Why does classic management consulting rarely deliver new reasons to buy?<\/strong> <p class=\"schema-faq-answer\">It delivers frameworks and slides, but rarely the verified reasons why your own customers buy. JTBD research works like an investigative interview: on the specific purchase decision, not on the hypothesis.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787954100006-0c23ab06\"><strong class=\"schema-faq-question\">Why do companies fail with classic opinion research?<\/strong> <p class=\"schema-faq-answer\">Because surveys and focus groups ask what people think about a product instead of reconstructing what they did at their last real purchase. The reasons given sound plausible but rarely explain the decision. That is why Jobs to be Done asks about the real moment of purchase: what happened, and what decided it in the end?<\/p> <\/div> <\/div>\n\n\n\n\n    <\/div>\n<div class=\"vor inhalt\">\n<p class=\"body\">If this pattern sounds familiar: in the OC Radar I send you two or three signals between AI and customer understanding every two weeks, plus a case from our ongoing research. Short, concrete, unsubscribe at any time.<\/p>\n<p class=\"body\"><a href=\"https:\/\/oberwasser-consulting.de\/oc-radar\/\"><strong>\u2192 Subscribe to the OC Radar (in German)<\/strong><\/a><\/p>\n<\/div>\n  <\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Why companies fail and how JTBD helps to develop products that customers really want New products flop despite market research because classic customer surveys measure what people say, not what they buy. Up to 90 per cent of all new products fail; the most common single reason is a lack of market need. With Jobs [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"%%title%% %%sep%% %%sitename%%","_yoast_wpseo_metadesc":"Why do products fail? 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Around 42% of start-ups fail for precisely this reason, so find out how you can use the Jobs-to-Be-Done method to recognise customer needs early on and avoid product flops:","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-title":"","_yoast_wpseo_twitter-description":"","footnotes":""},"class_list":["post-8168","page","type-page","status-publish","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>Why companies fail \u2013 and how JTBD helps to develop products that customers really want &#8226; Oberwasser Consulting<\/title>\n<meta name=\"description\" content=\"Why do products fail? 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