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A systemic approach to the strategic and operational utilisation of customer progress
The JTBD Innovation Framework was developed to support organisations in implementing customer-centric innovations consistently, comprehensibly and effectively.
It combines the perspective of customer progress with entrepreneurial decision-making logic and thus provides a structured basis for innovation projects, strategic orientation and market development.
The framework has been tested and continuously developed over many years by Peter Rochel in more than 700 practical projects with companies of different sectors and sizes.
The JTBD Innovation Framework is based on four interlocking frameworks and a system of standardised elements and tools.
These make it possible to systematically collect and structure qualitative customer insights and translate them into business decisions.
The framework is supplemented by a set of tried-and-tested tools, including the Wheel of Progress®, the Progress Design Map, the Progress Management Map and a customised Portfolio Map according to Osterwalder.
The strategy framework defines how organisations can use findings from customer research to align themselves with actual customer needs in the short, medium and long term.
The aim is to develop strategies that are viable in all three fields of innovation (sustaining, process and market-creating innovation) – and make the organisation resilient to disruption.
The strategy framework is primarily aimed at management level and executive management and serves as a starting point for company-wide alignment and prioritisation.
The project framework translates strategic intentions into concrete projects.
It describes how the framework can be applied to specific business objectives – e.g. in the context of product development, market entry strategies or the redesign of value propositions.
It provides a methodological framework for the integration of interdisciplinary teams, schedules and decision-making processes.
This framework provides the methodological foundation for collecting, analysing and structuring qualitative data.
The focus is on JTBD interviews, progress patterns and the analysis of central elements such as functional, emotional and social tasks, forces, contexts and events.
The insights gained form the basis for strategic decisions, product architecture, marketing and communication.
The design framework supports the development and evaluation of solution approaches.
It translates qualitative findings into structured hypotheses and allows problem-solution fit to be defined and iteratively tested across all phases of the progress cycle.
Special attention is paid to the targeted use of the Progress Design Map and its integration into existing development processes.
The JTBD Innovation Framework not only provides individual methods or tools, but also forms a fully integrated system for strategic research management.
It supports organisations in setting up and conducting structured, continuous customer research – regardless of whether the focus is on product development, business model expansion or market positioning.
The insights gained are not documented in the framework in isolation, but are systematically incorporated into:
The goal is a learning, customer-centric company that not only recognises change, but actively shapes it.
The JTBD Innovation Framework provides several tools that can be used in all frameworks. These tools are modular, visual and linked by a common language.
Models the progress cycle of customers and makes visible the conditions under which people are prepared to leave existing solutions.
Enables the targeted development and validation of solution approaches in all phases of the progress cycle.
A visual control tool that helps to link customer progress with key figures. It supports the reduction of the total cost of acquisition (TCA) and the prioritisation of customer-relevant activities.
Supplemented by progress elements, this version of the canvas enables a differentiated view of value creation in the context of real customer tasks.
A strategic tool for visualising and managing business models in the areas of tension between exploration and exploitation.
A central component of the framework is the system of progress elements.
It provides a standardised terminology for describing customer needs, tasks, contexts and changes. The elements can be visually coded, combined and systematically analysed.
This ‘periodic table of customer needs’ is the basis for all tools in the framework.
It ensures clarity in communication – both within teams and in strategic management.
The JTBD Innovation Framework is used by Oberwasser Consulting and UTXO Solutions as part of projects, training and implementation formats.
If you would like to know how the framework can be applied in your specific context, please contact us for a non-binding initial consultation.