{"id":9,"date":"2019-03-08T13:13:19","date_gmt":"2019-03-08T12:13:19","guid":{"rendered":"http:\/\/oberwasser-consulting.de\/?page_id=9"},"modified":"2026-09-25T10:08:29","modified_gmt":"2026-09-25T08:08:29","slug":"get-ready-for-the-vuca-world","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/","title":{"rendered":"Satisfied customers are not yet a market."},"content":{"rendered":"\n<div id=\"oc-redesign\">\n<style>\/* Schriften liefert der Rahmen (Zusatz-CSS) *\/\n#oc-redesign *{box-sizing:border-box;font-family:inherit;font-size:inherit;font-weight:inherit;line-height:inherit;color:inherit;}\n#oc-redesign a{text-decoration:none;color:inherit;}\n#oc-redesign img{display:block;max-width:100%;}\n#oc-redesign .fb{width:100vw;max-width:100vw;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) .archive-container 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id=\"start\">\n  <div class=\"wrap\">\n    <h1 class=\"display\"><span class=\"duenn\">Satisfied customers<\/span><br class=\"nur-desk\"> are not yet a market.<\/h1>\n    <p class=\"lead\">In between lies an <b>advantage<\/b> almost nobody takes.<\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/en\/positioning-assessment\/\">See the Positioning Assessment \u2192<\/a>\n      <a class=\"textlink leise\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Prefer to talk first? 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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  <div class=\"wrap raster\">\n    <p class=\"lead\">You have asked your customers \u2013 but<\/p>\n    <h2>nobody can tell you why they buy.<\/h2>\n    <div class=\"text\" style=\"grid-column:7\/12;margin-top:64px\">\n      <p>Not even your customers themselves. Whoever knows the reason knows in advance what will work. Whoever gets this wrong misses the market.<\/p>\n      <details class=\"mehr\">\n        <summary>What this sounds like in interviews<\/summary>\n        <div class=\"inhalt\">\n          <p>\u201cIt sends a chill down my spine when someone says: in November, we decide what our development resources will be spent on for a whole year.\u201d \u2013 Managing director, JTBD interview 2026 (translated from German)<\/p>\n          <p>Most people go in on a hunch, because nobody has asked the customers. And if you ask them yourself, you burn through your contacts.<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 3 Was wir tun: Kurs mit vier Wegpunkten -->\n<section class=\"abschnitt stufen fb\" id=\"vorgehen\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Together with you, we find out.<\/h2><\/div>\n    <ol class=\"stufenfolge\">\n      <li><b><span class=\"nr\">01<\/span> Talk to your customers<\/b>Not with a questionnaire: a few conversations with exactly the right people tell you more than 800 questionnaires.<\/li>\n      <li><b><span class=\"nr\">02<\/span> Find the reason<\/b>What was going on the last time they bought? That is where you see what your product has to do.<\/li>\n      <li><b><span class=\"nr\">03<\/span> Make you visible<\/b>To your customers \u2013 so that they use your product, love it and recommend it.<\/li>\n      <li><b><span class=\"nr\">04<\/span> Get found<\/b>By the people who need your product, without having to know you first.<\/li>\n    <\/ol>\n    <div style=\"margin-top:56px\">\n      <details class=\"mehr\">\n        <summary>Why this works<\/summary>\n        <div class=\"inhalt\">\n          <p><b>People don\u2019t buy a new product.<\/b> They buy whatever helps them right now. That is why we talk to your customers \u2013 not with a questionnaire, but properly: what was going on the last time they bought? Why then, and why that? That is where you see what your product has to do and how to sell it. <b>A few conversations with exactly the right people<\/b> tell you more than 800 questionnaires.<\/p>\n        <\/div>\n      <\/details>\n      <details class=\"mehr\">\n        <summary>How we work<\/summary>\n        <div class=\"inhalt\">\n          <p>We find the people to interview, hold the interviews and analyse them \u2013 and we don\u2019t stop there: together with you, we develop the strategy that fits and help you put it into practice. <b>We work out together which part of that is worth most to you. How far we go is up to you.<\/b> Hypotheses and gut feeling become evidence before you commit budget. The course comes from the customer, not from the meeting room.<\/p>\n          <p><b>We work on four fronts:<\/b> the product, processes and priorities, your team, which learns to ask for itself \u2013 and your visibility wherever your market asks, including in AI answers. We measure whether a system names you. What we do not promise is a placement; the systems decide that.<\/p>\n          <p><b>Two formats.<\/b> The Sprint: a few weeks on board to read the situation and deliver a basis for your decision \u2013 then we go ashore again. The accompaniment: we stay, train your team and make the changes alongside it, <b>until it navigates on its own.<\/b><\/p>\n          <p>That a small crew can do this is down to the method \u2013 and to a division of labour we have worked with since 2022: <b>machines do the legwork, people make the judgements.<\/b> We have measured it \u2013 the same interviews analysed by hand and by machine, the same patterns. For you, that means <b>four weeks from the first conversation to a decision-ready basis, at a fixed price.<\/b> Every quote can be checked against the original recording, every analysis is reviewed, <b>and all of it complies with data protection law \u2013 even where customer data is especially sensitive.<\/b> So you can stand in front of your board and answer any follow-up question \u2013 right down to your customers\u2019 own words.<\/p>\n          <p>And yes: one person, a handful of specialists, no army of consultants. That is deliberate. <b>You talk to the person who does the work<\/b> \u2013 since 2006, in more than 700 client projects. No junior in between, no overhead you end up paying for: short lines of communication, speed, an easy start.<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 4 Was bleibt: eingefaerbtes Segelfoto hinter den Punktringen -->\n<section class=\"abschnitt navi navy fotogrund fb\" style=\"background-image:url(https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/cis-9153-vorgehen-segel.avif)\">\n  <div class=\"wrap raster\">\n    <div class=\"text\">\n      <p class=\"lead\">What remains is more than a project:<\/p>\n      <h2>a navigation system for your company.<\/h2>\n      <p class=\"fliess\">Built from what your customers have told you. Navigate like that, and you do not have to guess the course when the weather turns. You arrive \u2013 in a storm, in a calm, against the wind. And sometimes the course reveals a shore nobody sails to yet: a demand nobody serves.<\/p>\n      <p class=\"schluss\">There, you set the rules \u2013 and the price.<\/p>\n    <\/div>\n    <div class=\"bild\"><img class=\"rings\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/startseite-punktringe.avif\" width=\"520\" height=\"520\" alt=\"\" loading=\"lazy\" decoding=\"async\"><\/div>\n  <\/div>\n<\/section>\n\n<!-- 5 Einstiegsfrage -->\n<section class=\"abschnitt frage fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <h2>Which decision is on your desk?<\/h2>\n      <p class=\"unter\">Your entry point is not your role \u2013 it is the decision you have to make in the next 90 days.<\/p>\n    <\/div>\n    <div class=\"zeilen\">\n      <div class=\"zeile\">\n        <p class=\"lage lead\">You have to justify a roadmap or launch decision \u2013 and have no solid customer data?<\/p>\n        <div class=\"weg\"><p><b>Sprint<\/b>In four weeks, a basis for your decision, with options, trade-offs and a clear recommendation.<\/p>\n          <details class=\"mehr\"><summary>What you get from a Sprint<\/summary><div class=\"inhalt\">\n            <ul>\n              <li>A decision paper that holds up at board level: options, trade-offs, one clear recommendation<\/li>\n              <li>The handover into your planning: next steps, responsibilities, ready for the backlog and the budget round<\/li>\n              <li>A way of measuring whether the decision is working \u2013 before the quarter is over<\/li>\n            <\/ul>\n            <p>No workshops without a basis for decisions. No reports without next steps. And once the decision is made, we can stay with you through the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/e2i-evidence-to-impact\/\">implementation until the impact is measurable<\/a>, if you want us to.<\/p>\n            <p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">More about the Sprint<\/a><\/p>\n          <\/div><\/details><\/div>\n      <\/div>\n      <div class=\"zeile\">\n        <p class=\"lage lead\">Your product owners implement requirements instead of starting from the customer\u2019s problem?<\/p>\n        <div class=\"weg\"><p><b>Sprint as a pilot project<\/b>Your team learns the method on a real project \u2013 with capability building included.<\/p>\n          <details class=\"mehr\"><summary>More on this<\/summary><div class=\"inhalt\">\n            <p>A pilot project with capability building included: your team learns the method on a real project \u2013 so that the knowledge does not run aground in the organisation.<\/p>\n          <\/div><\/details><\/div>\n      <\/div>\n      <div class=\"zeile\">\n        <p class=\"lage lead\">The decision is still waiting \u2013 for budget, a board meeting, a role that has yet to be filled?<\/p>\n        <div class=\"weg\"><p><b>Positioning Assessment<\/b>Start smaller: a self-contained assignment that shows you how we work before you decide on a Sprint.<\/p><\/div>\n      <\/div>\n    <\/div>\n    <div class=\"tief\">\n      <details class=\"mehr\">\n        <summary>Already know JTBD?<\/summary>\n        <div class=\"inhalt\">\n          <p>You know JTBD \u2013 but lack the tools to apply it properly yourself? Mastering JTBD: interview craft, analysis and standards \u2013 learned from the people who helped shape the method in the German-speaking world. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Learn JTBD at the original source<\/a><\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 6 Belege -->\n<section class=\"abschnitt belege fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Evidence, not promises.<\/h2><\/div>\n    <div class=\"zahlen\">\n      <div><p class=\"zahl\">700+<\/p><p>client projects. Peter Rochel has worked with Jobs to be Done since 2006.<\/p><\/div>\n      <div><p class=\"zahl\">5\u00d7<\/p><p>more sales within a few weeks \u2013 after four in-depth interviews at the yoga-mat start-up Mantrafant.<\/p><\/div>\n      <div><p class=\"zahl\">271<\/p><p>sources in our market study on visibility in AI answers \u2013 published under an open licence.<\/p><\/div>\n    <\/div>\n    <div class=\"tief\">\n      <details class=\"mehr\">\n        <summary>Who is behind this<\/summary>\n        <div class=\"inhalt\">\n          <p>Peter Rochel has worked with Jobs to be Done since 2006 \u2013 more than 700 consulting projects, from a yoga-mat start-up to a family business with billions in revenue. Co-originator of the Wheel of Progress (with Eckhart B\u00f6hme), in close professional exchange with Bob Moesta, one of the pioneers of the method \u2013 whom you can also hear in his own words on the Innovate+Upgrade podcast.<\/p>\n          <p>Our interviewing technique comes from investigative interviewing. Not because customers are suspects \u2013 but because this craft reconstructs motives from what people actually did. Methods without this craft produce notes, not scripts.<\/p>\n          <p>Featured in: FOCUS \u00b7 heise \u00b7 impulse \u00b7 Bitcoin Bundesverband \u00b7 <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/in-den-medien\/\">all media coverage<\/a> (in German)<\/p>\n        <\/div>\n      <\/details>\n      <details class=\"mehr\">\n        <summary>Three cases in detail<\/summary>\n        <div class=\"inhalt\">\n          <h3>5\u00d7 more sales within a few weeks<\/h3>\n          <p>Four in-depth interviews showed the yoga-mat start-up Mantrafant why customers really bought. Within a few weeks, sales rose fivefold \u2013 with 60% less spent on winning each new customer. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/fivefold-increase-in-sales-with-the-jtbd-method-the-mantrafant-success-story\/\">Read the case study<\/a><\/p>\n          <h3>Trust beats price \u2013 and nobody in the company knew it beforehand<\/h3>\n          <p>An IT service provider with around 60 employees wanted to enter the cybersecurity market. Six in-depth interviews showed that customers were not buying the feature list but trust \u2013 and in five out of six cases, a specific incident was the trigger. The owner went on to build three companies on it. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-study-b2b-cybersecurity\/\">Read the case study<\/a> (in German)<\/p>\n          <h3>A basis for a launch in three weeks<\/h3>\n          <p>Twelve in-depth interviews gave a family business with billions in revenue the basis for a new product launch. Five of seven recommendations made it into the product \u2013 today one of the top three in its category in Germany. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-studies-understanding-customers-measurably-increasing-success\/\">All case studies<\/a><\/p>\n        <\/div>\n      <\/details>\n      <details class=\"mehr\">\n        <summary>How we measure our own market<\/summary>\n        <div class=\"inhalt\">\n          <p>We also measure the market we work in ourselves. Before we set the price of the Positioning Assessment, we examined what the market charges for visibility in ChatGPT, Perplexity and Google\u2019s AI answers, what demonstrably works and what does not \u2013 with 271 sources, published under an open licence. The market study: <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/ki-sichtbarkeit-marktstudie\/\">Wer genannt wird, wenn der Markt fragt<\/a> (\u201cWho gets named when the market asks\u201d, in German)<\/p>\n        <\/div>\n      <\/details>\n      <details class=\"mehr\">\n        <summary>What reference customers say<\/summary>\n        <div class=\"inhalt\">\n          <p>\u201cWhatever you do, don\u2019t start on your own. That\u2019s a really bad idea.\u201d \u2013 that is what our reference customers say when prospects ask them (translated from German).<\/p>\n          <p>You can talk to them yourself \u2013 ask us about reference calls on your intro call.<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 7 Schluss: zweites eingefaerbtes Segelfoto -->\n<section class=\"schlussteil navy fb\" id=\"schritt\">\n  <div class=\"wrap\">\n    <p class=\"display\">The shortest <span class=\"duenn\">next step.<\/span><\/p>\n    <p class=\"lead\">Start with the Positioning Assessment.<\/p>\n    <div class=\"fakten\">\n      <div><p class=\"zahl\">7<\/p><p>answer engines<\/p><\/div>\n      <div><p class=\"zahl\">4<\/p><p>working days to your report<\/p><\/div>\n      <div><p class=\"zahl\">\u20ac1,900<\/p><p>net, one self-contained assignment<\/p><\/div>\n    <\/div>\n    <p class=\"bed\">It checks whether your market names you when it asks ChatGPT, Perplexity or Google\u2019s AI. If you then bring us in to fix what it finds, the \u20ac1,900 is credited towards that work. If the report does not show where you stand, you get your money back, no questions asked.<\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"https:\/\/oberwasser-consulting.de\/en\/positioning-assessment\/\">See the Positioning Assessment \u2192<\/a>\n      <a class=\"textlink leise\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\">Or talk first: a short call, free of charge, no pitch. Book an intro call<\/a>\n    <\/div>\n    <div style=\"margin-top:56px\">\n      <details class=\"mehr\">\n        <summary>What you get<\/summary>\n        <div class=\"inhalt\">\n          <p>Within four working days, you get a document you can put on the table. A report, not a project. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/positioning-assessment\/\">Here is what it contains<\/a>. And if the result is to do nothing for now, the report says so.<\/p>\n          <p>It answers a different question from the Sprint \u2013 whether your market names you when it asks ChatGPT, Perplexity or Google\u2019s AI \u2013 and it is a self-contained assignment. It shows you how we work. We clarify whether and how JTBD can move you forward \u2013 and whether it is even the right lever for you at the moment.<\/p>\n        <\/div>\n      <\/details>\n      <details class=\"mehr\">\n        <summary>Not ready yet?<\/summary>\n        <div class=\"inhalt\">\n          <p>Get the JTBD Reality Checklist (in German): sign up below, and we will email you the download (double opt-in).<\/p>\n          \n\n\n\n<!-- Formular: JTBD Content-Upgrade \/ KlickTipp -->\n<style>\n  :root {\n    --oc-primary: #283583;\n    --oc-accent:  #7ac6ba;\n    --oc-text:    #0f172a;\n    --oc-muted:   #6b7280;\n    --oc-bg:      #ffffff;\n    --oc-border:  #e5e7eb;\n    --oc-error:   #b91c1c;\n    --radius:     14px;\n    --shadow:     0 8px 24px rgba(0,0,0,.06);\n  }\n\n  #form-340435-wrapper {\n    max-width: 560px;\n    margin: 1.5rem auto;\n    background: var(--oc-bg);\n    padding: 1.25rem 1.5rem;\n    border: 1px solid var(--oc-border);\n    border-radius: var(--radius);\n    box-shadow: var(--shadow);\n    font-family: ui-sans-serif, system-ui, -apple-system, \"Segoe UI\", Roboto, \"Helvetica Neue\", Arial;\n    color: var(--oc-text);\n    box-sizing: border-box;\n  }\n\n  #form-340435-wrapper * {\n    box-sizing: border-box;\n  }\n\n  #form-340435-wrapper .form-title {\n    margin: 0 0 .5rem;\n    font-weight: 700;\n    font-size: 1.15rem;\n    color: var(--oc-primary);\n  }\n\n  #form-340435-wrapper .form-sub {\n    margin: 0 0 1rem;\n    color: var(--oc-muted);\n    font-size: .95rem;\n  }\n\n  .ktv2-form-element {\n    margin-bottom: .9rem;\n  }\n\n  .ktv2-form-element label {\n    display: block;\n    font-weight: 600;\n    margin-bottom: .4rem;\n  }\n\n  .ktv2-form-element input[type=\"text\"],\n  .ktv2-form-element input[type=\"email\"] {\n    display: block;\n    width: 100%;\n    max-width: 100%;\n    padding: .85rem .95rem;\n    border: 1px solid var(--oc-border);\n    border-radius: 12px;\n    font-size: 1rem;\n    outline: none;\n    background: #fff;\n    transition: border-color .15s, box-shadow .15s;\n  }\n\n  .ktv2-form-element input:focus {\n    border-color: var(--oc-accent);\n    box-shadow: 0 0 0 4px color-mix(in srgb, var(--oc-accent) 20%, transparent);\n  }\n\n  .ktv2-form-dsgvocheckbox {\n    display: flex;\n    gap: .6rem;\n    align-items: flex-start;\n    margin: .8rem 0 1.1rem;\n  }\n\n  .ktv2-form-dsgvocheckbox input[type=\"checkbox\"] {\n    width: 1.1rem;\n    height: 1.1rem;\n    margin-top: .25rem;\n    accent-color: var(--oc-primary);\n  }\n\n  .ktv2-form-dsgvocheckbox label {\n    font-size: .95rem;\n    line-height: 1.4;\n    color: var(--oc-text);\n  }\n\n  .ktv2-form-dsgvocheckbox a {\n    color: var(--oc-primary);\n    text-decoration: underline;\n  }\n\n  #FormSubmit {\n    appearance: none;\n    border: 0;\n    cursor: pointer;\n    width: 100%;\n    padding: .9rem 1.1rem;\n    border-radius: 999px;\n    background: var(--oc-primary);\n    color: #fff;\n    font-weight: 700;\n    font-size: 1rem;\n    transition: transform .06s ease, background .15s ease, box-shadow .15s ease;\n    box-shadow: 0 6px 18px color-mix(in srgb, var(--oc-primary) 30%, transparent);\n  }\n\n  #FormSubmit:hover {\n    background: var(--oc-accent);\n  }\n\n  #FormSubmit:active {\n    transform: translateY(1px);\n  }\n\n  @media (max-width: 480px) {\n    #form-340435-wrapper {\n      padding: 1rem;\n    }\n  }\n<\/style>\n<style>\n  \/* Turnstile-Umbau 14.08.2026 (TK-2026-07-24-001): Status-Meldung + Honeypot *\/\n  #form-340435-wrapper .oc-check-msg { margin-top: .75rem; 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Three JTBD projects reveal the recurring pattern: <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/warum-kunden-nicht-kaufen\/\">Why don\u2019t customers buy, even though the product is good?<\/a> (in German)<\/p>\n          <p>And if you would rather just read along for now: <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/oc-radar\/\">The OC Radar<\/a> (in German) \u2013 every two weeks, a short email on the signals between AI and customer understanding, under three minutes to read, unsubscribe with one click.<\/p>\n          <p>Until then, there is only one sentence that is honest and still carries weight: we don\u2019t know yet \u2013 and that can be measured.<\/p>\n        <\/div>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Satisfied customers are not yet a market. In between lies an advantage almost nobody takes. See the Positioning Assessment \u2192 Prefer to talk first? Book an intro call Customers Market Advantage You have asked your customers \u2013 but nobody can tell you why they buy. Not even your customers themselves. Whoever knows the reason knows [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10549,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Satisfied customers are not yet a market \u2013 Oberwasser Consulting","_yoast_wpseo_metadesc":"Nobody can tell you why your customers buy \u2013 not even they themselves. We find out in customer interviews and make you visible with exactly that.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"Nobody can tell you why your customers buy \u2013 not even they themselves. 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