{"id":10574,"date":"2026-08-11T12:54:40","date_gmt":"2026-08-11T10:54:40","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?p=10574"},"modified":"2026-08-11T12:59:05","modified_gmt":"2026-08-11T10:59:05","slug":"trigger-events-jtbd-progress-cycle","status":"publish","type":"post","link":"https:\/\/oberwasser-consulting.de\/en\/trigger-events-jtbd-progress-cycle\/","title":{"rendered":"Trigger Events in the JTBD Progress Cycle"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-was-ist-ein-ereignis-in-der-timeline-und-welche-gibt-es\">What is an event on the timeline, and which ones are there?&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Events-Shots.001-1024x576.jpeg\" alt=\"\" class=\"wp-image-3062\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Events-Shots.001-1024x576.jpeg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Events-Shots.001-300x169.jpeg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Events-Shots.001-768x432.jpeg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Events-Shots.001-1536x864.jpeg 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Events-Shots.001.jpeg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Listen to I+U season 2, episode 017 right here<\/strong><\/p>\n\n\n\n<iframe src=\"https:\/\/embed.podcasts.apple.com\/us\/podcast\/trigger-ereignisse-im-jtbd-fortschrittszyklus\/id1354901024?i=1000522813249&amp;itsct=podcast_box_player&amp;itscg=30200&amp;theme=auto\" height=\"175px\" frameborder=\"0\" sandbox=\"allow-forms allow-popups allow-same-origin allow-scripts allow-top-navigation-by-user-activation\" allow=\"autoplay *; encrypted-media *;\" style=\"width: 100%; max-width: 660px; overflow: hidden; border-top-left-radius: 10px; border-top-right-radius: 10px; border-bottom-right-radius: 10px; border-bottom-left-radius: 10px; background-color: transparent;\"><\/iframe>\n\n\n\n<p class=\"wp-block-paragraph\">00:00:00 Intro<br>00:01:07 What events are<br>00:01:36 Event types in the progress cycle<br>00:04:46 What events are needed for<br>00:05:45 Get out<\/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 has-background wp-element-button\" href=\"tel:+4922116903859\" style=\"background-color:#0376a8\">What do you think about it? Leave us your comment on our voicemail +49 221 16903859<\/a><\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-hier-kannst-du-den-podcast-kostenlos-abonnieren\">Subscribe to the podcast for free here:<\/h4>\n\n\n\n<a href=\"https:\/\/podcasts.apple.com\/de\/podcast\/trigger-ereignisse-im-jtbd-fortschrittszyklus\/id1354901024?i=1000522813249\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-93 size-full\" src=\"http:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2019\/06\/listen-on-apple-podcast.png\" alt=\"\" width=\"171\" height=\"41\"><\/a><a href=\"https:\/\/open.spotify.com\/episode\/6rM54A0fHjSK1YszZxxSzo\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-97 size-full\" src=\"http:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2019\/06\/listen-on-spotify.png\" alt=\"\" width=\"113\" height=\"41\"><\/a><a href=\"https:\/\/music.amazon.de\/podcasts\/4838bd28-7b97-4912-80cb-de39a6c75654\/episodes\/3191b402-bc09-4ce4-b514-0b2d8437bf28\/innovate-upgrade-trigger-ereignisse-im-jtbd-fortschrittszyklus\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2932\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-300x73.png\" alt=\"\" width=\"168\" height=\"41\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-300x73.png 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-768x187.png 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE.png 826w\" sizes=\"auto, (max-width: 168px) 100vw, 168px\" \/><\/a><a href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly96dW04cnkucG9kY2FzdGVyLmRlL29iZXJ3YXNzZXIucnNz\/episode\/cG9kLTYwOWQxZjViZDk4NWY1NzI3ODMyODQ?sa=X&amp;ved=0CAUQkfYCahcKEwjgqurwtKD6AhUAAAAAHQAAAAAQAQ\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2934\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-300x76.png\" alt=\"jobs to be done podcast\" width=\"162\" height=\"41\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-300x76.png 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-1024x259.png 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-768x195.png 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x.png 1200w\" sizes=\"auto, (max-width: 162px) 100vw, 162px\" \/><\/a>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ereignis-gesucht-ausloser-fur-das-nachste-verhaltensmuster\">Event wanted: the trigger for the next behavioural pattern<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Events are the triggers for new phases on the progress cycle, or timeline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Good examples of a JTBD event might be: &#8220;finds out that&#8230;&#8221;, or &#8220;is given the brief to&#8230;&#8221;, or &#8220;&#8230;then someone tells them that&#8221; and so on. The same applies to all of these events: they trigger the next phase in the progress cycle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-funf-ereignisse-im-jtbd-fortschrittszyklus\">Five events in the JTBD progress cycle<\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/5-JTBD-Events-Shots_4x4-1024x1024.jpg\" alt=\"\" class=\"wp-image-3088 size-full\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/5-JTBD-Events-Shots_4x4-1024x1024.jpg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/5-JTBD-Events-Shots_4x4-300x300.jpg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/5-JTBD-Events-Shots_4x4-150x150.jpg 150w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/5-JTBD-Events-Shots_4x4-768x768.jpg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/5-JTBD-Events-Shots_4x4.jpg 1046w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<ol class=\"wp-block-list\">\n<li><em>First thought <\/em>(cloud)<\/li>\n\n\n\n<li><em>Event 1<\/em> (exclamation mark)<\/li>\n\n\n\n<li><em>Event 2<\/em> (hourglass)<\/li>\n\n\n\n<li><em>Hiring<\/em> (thumb)<\/li>\n\n\n\n<li><em>Repeat hiring<\/em> (circular arrows)<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Progress happens in cycles. Every cycle begins with a first thought and ends with repeat hiring, before a new cycle starts.<\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-funf-phasen-in-jedem-fortschrittszyklus\">Five phases in every progress cycle<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Each of these five events triggers a phase. Without an event, there is no progress into the next phase.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<ol class=\"wp-block-list\">\n<li><em>Passive looking (eye)<\/em><\/li>\n\n\n\n<li><em>Active looking (binoculars)<\/em><\/li>\n\n\n\n<li><em>Deciding (tick)<\/em><\/li>\n\n\n\n<li><em>First use (stars)<\/em><\/li>\n\n\n\n<li><em>Repeat use (flag+bowl)<\/em><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">In every phase of a progress cycle around the job to be done <a href=\"https:\/\/oberwasser-consulting.de\/en\/the-job-to-be-done-jtbd\/\">(customer job\/ JTBD)<\/a>, specific topics are relevant. The events mark the exact moment from which each topic becomes relevant for people with that <a href=\"https:\/\/oberwasser-consulting.de\/en\/the-job-to-be-done-jtbd\/\">JTBD<\/a>.<\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_JTBD-Shots_4x4-1024x1024.jpeg\" alt=\"JTBD Marketing Trigger Events\" class=\"wp-image-3092 size-full\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_JTBD-Shots_4x4-1024x1024.jpeg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_JTBD-Shots_4x4-300x300.jpeg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_JTBD-Shots_4x4-150x150.jpeg 150w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_JTBD-Shots_4x4-768x768.jpeg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_JTBD-Shots_4x4.jpeg 1038w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-jtbd-hack-wissen-wann-was-fur-kunden-relevant-ist\">JTBD hack: know what is relevant to customers, and when<\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:41% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"764\" height=\"762\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Main-Events.jpg\" alt=\"\" class=\"wp-image-3065 size-full\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Main-Events.jpg 764w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Main-Events-300x300.jpg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Main-Events-150x150.jpg 150w\" sizes=\"auto, (max-width: 764px) 100vw, 764px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:23px\"><em>3 events that are essential above all for winning new customers: first thought, event 1 and event 2.<\/em><\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">These three events form a causal chain that leads to a product being hired. Knowing the <a href=\"https:\/\/oberwasser-consulting.de\/en\/the-job-to-be-done-jtbd\/\">customer job (JTBD)<\/a> and just one of these events is enough to improve your return on marketing investment (ROMI) and your customer acquisition costs (CAC). <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ereignisse-sind-das-tuning-kit-fur-kanalphasen-im-business-model\">Events are the tuning kit for channel phases in your business model<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1490\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-scaled.jpg\" alt=\"The Wheel of Progress - Evidence by Trigger Events in your Business Model Channels\" class=\"wp-image-3099\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-scaled.jpg 2560w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-300x175.jpg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-1024x596.jpg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-768x447.jpg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-1536x894.jpg 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Trigger-Events_BM_Channels-2048x1192.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-das-ganze-bild-sehen-und-verstehen-jtbd-canvas\">See and understand the whole picture: the JTBD Canvas<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-free-tools\/\"><img loading=\"lazy\" decoding=\"async\" width=\"721\" height=\"515\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Canvas-wheel-of-progress.jpg\" alt=\"jobs to be done analysis canvas, JTBD canvas\" class=\"wp-image-3017\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Canvas-wheel-of-progress.jpg 721w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Canvas-wheel-of-progress-300x214.jpg 300w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Helps you describe customer jobs as simply as possible and as precisely as necessary:&nbsp;<strong>The Wheel of Progress<\/strong>&nbsp;canvas<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-weitere-episoden-dazu-direkt-hier\">More episodes on this, right here<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/the-job-to-be-done-jtbd\/\">Here Peter Rochel explains in four minutes what else, besides events, makes up a Job to be Done<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/podcast041\/\">Here Stefan H\u00fcck reports how he markedly improved ROMI and CAC at Mantrafant by using customer jobs in marketing<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The full transcript of the podcast episode on events on the timeline (English translation)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s talk about events.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Welcome to an Innovate &amp; Upgrade shot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Short and to the point, this is about very practical questions around customer interviews, Jobs to be Done and the Wheel of Progress.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My name is Peter Rochel \u2013 let&#8217;s get started.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why <strong>events<\/strong>, of all things?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First, because in my <strong>Jobs to be Done interviews<\/strong> events are always the first thing I try to find \u2013 and that is what I advise everyone else to do as well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ll get to the reasons in a moment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And second, why events today?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because this is exactly the point where I very often see people who conduct Jobs to be Done interviews, or are just starting to, confuse events with behaviour.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Which means they notice and write down that Peter, for example, is searching the internet for Jobs to be Done training.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That gets noted down, along with the search terms used and whatever else people google or do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But that is not what gets us anywhere at this point, when we need to find the events for the jobs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Back up for a moment: what are events in the first place?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>On the cycle of progress \u2013 or the timeline, as you could also call it, though I prefer to speak of a cycle \u2013 events are essentially the dominoes that have to fall one after another before a new or different solution gets hired for a specific job to be done, seen from the customer&#8217;s perspective.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And <strong>trigger<\/strong> here means the trigger for a new <strong>phase<\/strong> on this <strong>cycle<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These phases are: first, passive looking; second, active looking; third, deciding; fourth, use.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Which means triggers are <strong>triggers<\/strong> <strong>for<\/strong> a different kind of <strong>behaviour<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The trigger for the passive looking phase is the event that made me suddenly notice a particular topic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>topic<\/strong> was always there \u2013 it just never <strong>caught my eye<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, my trusted mechanic says to me when I pick up my car after its service: &#8220;<em>&#8230;listen, Peter, this thing isn&#8217;t looking too good any more. We&#8217;ll probably get it through the MOT one more time, but you&#8217;d better start thinking about whether it&#8217;s time for something new. The trouble I&#8217;ve already seen here \u2013 at some point it just won&#8217;t make economic sense any more.<\/em>&#8220;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And suddenly I notice new cars of a certain brand, or whatever it may be, on the street. I never saw them before \u2013 they were always there, but without that comment from my mechanic I would never have noticed them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So that is a classic trigger.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it is exactly this trigger we need. Not the fact that I see those cars \u2013 we need that too, but somewhere else, not for events.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The second event: the trigger for the <strong>active looking<\/strong>. What else happened before I start actively looking around for new cars, researching online, maybe going to a dealer to ask for a price list, or having a look at a model, or something like that?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What happened before that \u2013 what else had to happen besides that comment?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if we can answer that question, we have what in our language is event number 1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The last event \u2013 or rather, not the last, but the next important one \u2013 is the <strong>trigger<\/strong> <strong>for<\/strong> the <strong>decision<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once I have looked around at all sorts of dealers and done my homework online \u2013 what else has to happen before I buy a new car?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is not as if I simply wake up one morning and think: right, today I&#8217;m buying a new car.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if that does happen \u2013 why on that exact day, and not the day before, or the week before?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So what else had to happen?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These three topics \u2013 these three events \u2013 are the most important of all, the ones I always try to find first, or at least one of them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Often you will not find all three events anyway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, the fourth event in the set is the <strong>trigger for the first use<\/strong> of a new or different solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words: what else has to happen? With the car it may be more obvious \u2013 it has to be delivered first, and so on, and so on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That may seem obvious there \u2013 but take apps, for example.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I download an app, I may even have paid for it already \u2013 but what else has to happen before I actually use it at all?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because often it never gets that far.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And then we have the fifth event in the set, the last one: the <strong>cause of repeat use.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The important ones \u2013 the elementary ones \u2013 are the first three events.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why do I need them?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Quite simply: so that I know <strong>at which moment which information<\/strong> is <strong>relevant<\/strong> to people who have a particular job.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Information about a new, better solution, its benefits and advantages, is most certainly not relevant to people who have not yet experienced the second event.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It just bounces off them \u2013 they do not yet have a problem that would make them want to take any interest in my information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is very much relevant to them, though, is whatever they perceive as their problem at that moment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And their <strong>habits<\/strong> are relevant \u2013 <strong>not<\/strong> all the benefits and <strong>advantages<\/strong> of my solution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And certainly not an offer to buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Right, so much for events for now. How exactly to pin events down, and all the rest \u2013 if there is interest, we will happily do another shot on that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Otherwise, that is it for now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I am always hugely grateful for feedback and reviews \u2013 it really does help.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if you know someone who could use this information just as well, do recommend this podcast to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if you need support with conducting Jobs to be Done interviews, or with implementing Jobs to be Done research or strategy in a business context, give me a call, and we will quickly work out whether it makes sense \u2013 and if so, how.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many thanks, and see you soon.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I+U podcast shot. 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