{"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":"2026-08-28T22:52:36","modified_gmt":"2026-08-28T20:52:36","slug":"get-ready-for-the-vuca-world","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/","title":{"rendered":"Deciding under pressure \u2013 without knowing why your customers buy?"},"content":{"rendered":"\n<style>\n\/* EN start page: identical page-local styles as the German start page (card style A).\n   Kept in sync manually \u2013 change both or neither. *\/\n.wp-block-columns.ow-usecases{\n  background: transparent !important;\n  border: none !important;\n  padding: 0 !important;\n  margin: 1.5rem 0 !important;\n  display: grid !important;\n  grid-template-columns: repeat(auto-fit, minmax(280px, 1fr));\n  gap: 24px;\n}\n.wp-block-buttons{\n  display: flex;\n  flex-wrap: wrap;\n  gap: 12px;\n}\n.wp-block-buttons.is-content-justification-center{\n  justify-content: center;\n}\n.has-text-align-center{\n  text-align: center;\n}\n.wp-block-columns.ow-usecases > .wp-block-column{\n  background: #F4F6F8 !important;\n  border: 1px solid rgba(15,44,74,.10) !important;\n  border-radius: 2px !important;\n  padding: 1.5rem !important;\n}\n.wp-block-columns.ow-usecases > .wp-block-column,\n.wp-block-columns.ow-usecases > .wp-block-column *{\n  color: #37474F !important;\n}\n.wp-block-columns.ow-usecases > .wp-block-column strong{\n  color: #0F2C4A !important;\n}\n.wp-block-columns.ow-usecases > .wp-block-column .wp-block-button__link,\n.wp-block-columns.ow-usecases > .wp-block-column .wp-block-button__link *{\n  color: #fff !important;\n}\n.wp-block-columns.ow-usecases > .wp-block-column a:not(.wp-block-button__link){\n  color: #2E5CDB !important;\n}\n.wp-block-quote{\n  border-left: 3px solid #0F2C4A;\n  padding: .25rem 0 .25rem 1.25rem;\n  margin: 1.75rem 0;\n}\n.wp-block-quote p{\n  font-size: 1.25rem;\n  line-height: 1.5;\n  font-style: italic;\n  color: #0F2C4A;\n  margin: 0 0 .5rem;\n}\n.wp-block-quote cite{\n  font-size: .92rem;\n  font-style: normal;\n  color: #37474F;\n  opacity: .75;\n}\nh2.wp-block-heading{\n  margin-top: 3rem;\n  margin-bottom: .75rem;\n}\nhr.wp-block-separator{\n  border: none;\n  border-top: 1px solid rgba(15,44,74,.14);\n  margin: 3rem auto 0;\n  max-width: 720px;\n}\n<\/style>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cIt sends a chill down my spine when someone says: in November we decide what our development capacity will be spent on for a whole year.\u201d<\/p>\n<cite>\u2013 Managing director, JTBD interview 2026 (translated from German)<\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Sound familiar? Roadmap, go-to-market, business model \u2013 the decisions get made anyway, usually on the back of assumptions.<br>We make those decisions <strong>defensible<\/strong>: with real customer data, a clear recommendation and measurement signals that hold up in the next quarterly review.<\/p>\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 wp-element-button\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\" target=\"_blank\" rel=\"noreferrer noopener\">Book an intro call<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><em>Free, 15 minutes, no pitch.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-who-is-behind-this\">Who is behind this<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-dominant-color=\"101820\" data-has-transparency=\"false\" style=\"--dominant-color: #101820;\" loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"800\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03.webp\" alt=\"Peter Rochel in the decision room \u2013 jobs-to-be-done consulting at Oberwasser Consulting\" class=\"wp-image-9745 not-transparent\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03.webp 2400w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03-300x100.webp 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03-1024x341.webp 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03-768x256.webp 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03-1536x512.webp 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/04\/OC_2026_Photo_PeterRochel_DecisionRoom_3x1_2400x800_v03-2048x683.webp 2048w\" sizes=\"auto, (max-width: 2400px) 100vw, 2400px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Peter Rochel has worked with jobs to be done since 2006 \u2013 more than <strong>700 consulting projects<\/strong>, from a yoga-mat start-up to a family business with billions in revenue. Co-creator of the <strong>Wheel of Progress<\/strong> (with Eckhart B\u00f6hme), in close professional exchange with Bob Moesta, one of the pioneers of the method \u2013 including first-hand conversations on the Innovate+Upgrade podcast.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our interviewing technique comes from <strong>the science of investigative interviewing<\/strong>. Not because customers are suspects \u2013 but because it is the only craft that reconstructs motives from what people actually did. Methods without that craft produce notes, not scripts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Featured in:<\/strong> FOCUS \u00b7 heise \u00b7 impulse \u00b7 Bitcoin Bundesverband \u00b7 <a href=\"https:\/\/oberwasser-consulting.de\/in-den-medien\/\">all media coverage (in German) &rarr;<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-which-decision-is-on-your-desk\">Which decision is on your desk?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Your entry point is not your role \u2013 it is the decision you have to make in the next <strong>90 days<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-columns ow-usecases is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>You have to justify a roadmap or launch decision \u2013 and have no solid customer data?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Within four weeks you get a decision basis with options, trade-offs and a clear recommendation.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">A decision basis in 4 weeks<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Your product owners implement requirements instead of thinking from the customer problem?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A pilot project with capability building included: your team learns the method on a real project \u2013 so the knowledge does not shatter against the organisation.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Pilot project with capability building<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns ow-usecases is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Your team is already building \u2013 and nobody can say what your target customers actually do today?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The compact entry point for start-ups: 10 interviews, a clear budget frame, and your team learns the method while doing it.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Clarity from 10 interviews<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>You know JTBD \u2013 but lack the tools to apply it properly yourself?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mastering JTBD: interview craft, analysis and standards \u2013 learned from the people who helped shape the method in the German-speaking world.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/oberwasser-consulting.de\/en\/mastering-jtbd\/\">Learn JTBD at the original source<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-evidence-not-promises\">Evidence, not promises<\/h2>\n\n\n\n<div class=\"wp-block-columns ow-usecases is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>5\u00d7 more sales within weeks<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Four in-depth interviews showed the yoga-mat start-up Mantrafant why customers really bought. Within one week the effectiveness of its ad campaigns tripled \u2013 sales increased fivefold.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a 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<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>From one provider among many to market leader<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From 2019 onwards, a cybersecurity company aligned its positioning and offering consistently with real customer jobs \u2013 and became the market leader in its segment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-case-study-b2b-cybersecurity\/\">Read the case study (in German)<\/a><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>A launch basis in three weeks<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 a top-3 product in its category in Germany.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/jtbd-case-studies-understanding-customers-measurably-increasing-success\/\">All case studies<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cWhatever you do, don\u2019t start on your own. That is a really bad idea.\u201d<\/p>\n<cite>\u2013 the unanimous advice our reference customers give when prospects ask them (translated from German)<\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">You can talk to them yourself \u2013 ask us for reference calls in your intro call.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-you-get\">What you get<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A decision paper that holds up at board level:<\/strong> options, trade-offs, one clear recommendation<\/li>\n\n\n\n<li><strong>The handover into your planning:<\/strong> next steps, responsibilities, ready for backlog and budget round<\/li>\n\n\n\n<li><strong>A measurement logic that shows whether the decision works<\/strong> \u2013 before the quarter is over<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">No workshops without a decision basis. No reports without next steps. And once the decision is made, we can stay on board for the <a href=\"https:\/\/oberwasser-consulting.de\/en\/e2i-evidence-to-impact\/\">implementation until the impact is measurable (in German)<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-shortest-next-step\">The shortest next step<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One conversation, 15 minutes, no pitch. We clarify whether and how JTBD moves you forward \u2013 and whether it is even the right lever for you right now.<\/p>\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 wp-element-button\" href=\"https:\/\/cal.com\/peterrochel\/intro-call-with-peter-rochel-jtbd-project\" target=\"_blank\" rel=\"noreferrer noopener\">Book an intro call<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sales are stalling \u2013 and nobody knows why?<\/strong> Three JTBD projects reveal the recurring pattern: <a href=\"https:\/\/oberwasser-consulting.de\/warum-kunden-nicht-kaufen\/\">Why don\u2019t customers buy, even though the product is good? (in German)<\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>\u201cIt sends a chill down my spine when someone says: in November we decide what our development capacity will be spent on for a whole year.\u201d \u2013 Managing director, JTBD interview 2026 (translated from German) Sound familiar? Roadmap, go-to-market, business model \u2013 the decisions get made anyway, usually on the back of assumptions.We make those [&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":"%%title%% %%sep%% %%sitename%%","_yoast_wpseo_metadesc":"Roadmap, go-to-market, business model \u2013 we make those decisions defensible: with real customer data, a clear recommendation and measurement signals that hold up in the next quarterly review.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-description":"","_yoast_wpseo_opengraph-image":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/08\/OC_2026_Sail_ThresholdCut_16x9_2560x1440_EN_v01.webp","_yoast_wpseo_opengraph-image-id":"10549","_yoast_wpseo_twitter-description":"","footnotes":""},"class_list":["post-9","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 v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Deciding under pressure \u2013 without knowing why your customers buy? 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