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Here you will find a compilation of our articles and contributions on JTBD. Including everything there is to hear about Jobs to Be Done (JTBD) in our podcast INNOVATE+UPGRADE.

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Channel Phase Model: Optimise Jobs-to-be-Done Research

Discover the channel phase model developed by Peter Rochel to get the most out of your jobs-to-be-done research and optimally align your product or business model with customer needs.


Oberwasser Consulting and UTXO Solutions introduce the Mastering JTBD Innovation – Live Online Workshop

Innovation Strategies for Competitive Advantage: JTBD Workshop

At a time when companies need to constantly reinvent themselves to remain competitive, Oberwasser Consulting and UTXO Solutions jointly launch their latest live online workshop: “Mastering Jobs To Be Done (JTBD) Innovation Framework”.

This training is aimed at decision-makers, product managers, developers and other specialists in product development. It offers efficient methods and frameworks for all those who want to secure their company’s innovative edge. For the first time since 2020, Oberwasser Consulting’s complete JTBD Innovation Framework is again available in a format accessible to all and not just as an exclusive in-house offering


Unlocking Innovation: Fuzzy Front End Research with the Wheel of Progress

Are you looking for an effective method for customer research and innovation management? Then the Wheel of Progress® is just right for you. In our latest podcast episode, Katharina Weigert and Peter Rochel talk about the versatile applications of this revolutionary framework.

Jobs to Be Done & VP Design

Innovation as the Key to Success: Strategies and Insights for Businesses

Innovation & Strategic Development: A Comprehensive Guide to Corporate Success -Delve into the myriad facets of innovation and strategic development, exploring their indispensable roles in achieving sustainable corporate success. Gain insights from the experts at Oberwasser Consulting and learn how to integrate innovative strategies to stay ahead in today’s dynamic market.


JTBD Interviews: Effective candidate selection

The Jobs-to-Be-Done (JTBD) method is a powerful tool to drive innovation and transformation in organisations. A crucial success factor for JTBD projects is well-conducted interviews with the right candidates. In this article we will give you tips and tricks on how to find the right interview candidates for your JTBD interviews and how to prepare them optimally.


Mastering Jobs to Be Done – A framework for more than just product development

In the contemporary economic landscape, a fierce competition prevails, and it has become imperative for businesses to continuously enhance their offerings, be it products, services or even their business models, to stay relevant and competitive. To create a prosperous product or service, it’s crucial to comprehend the demands and prerequisites of our patrons. Achieving a deep understanding of our customers’ needs will allow us to cater to their requirements effectively and build long-lasting relationships with them. By taking the time to study their wants and pain points, we can develop solutions that are not only efficient but also exceed their expectations. Ultimately, this approach can lead to increased customer satisfaction, loyalty, and business growth. A proficient approach to fulfilling these necessities is by implementing the Jobs-to-be-Done (JTBD) methodology. This piece of writing aims to elucidate the concept of the JTBD methodology and provide guidance on its effective implementation.


Recruiting JTBD interview guests

In this JTBD podcast shot, Peter Rochel explains how you can safely get the best participants for your JTBD interviews in 3 steps. He shows what exactly needs to be considered and reveals valuable tips and tricks that will save you time, nerves and money – regardless of whether you want to recruit the guests yourself or hire an agency to do it for you.


The Job to Be Done – JTBD

Podcast Short Episode (German language)- What is a Job to Be Done? Peter Rochel explains in 4 minutes what a JTBD is, how to describe it, which elements belong to it and why you need it.


Improving implementations

Great idea! (we don’t do either) Wheel of Progress, Jobs to Be Done, agile working, Design Thinking , Business Model Canvas and, and and… are certainly all ingenious methods and excellent tools. In practice, the rapid and secure introduction of tools and methods is particularly difficult. Often good and new approaches are burned and are […]


Qualitative market research

Validity of facts without alternatives How do you prove qualitative results? Those who have identified the Jobs to Be Done, be it to improve products or even to initiate a new direction for the company, must be absolutely certain. A typical challenge of qualitative market research and with the risk of making gross mistakes. How […]


Jobs to Be Done – Next Level

Is demystification and a simpler picture coming from the JTBD? Eckhart Böhme and Peter Rochel report on the latest developments and a new JTBD model that they are currently developing. The two have developed a new model that integrates the existing models. It should also be both a tool and a means of communication and […]


JTBD Meetup #24 – Kebab-flavoured pizza

Is this disruptive, market-creating, or irrelevant? How do customers see your next feature, product, or marketing idea? Next big thing or irrelevant, that’s the question that will be the issue at our next Meetup in Cologne.


Jobs to be Done Rewired

On 08.01.2020 we continue, this time as a guest at wework. In this meetup we first refresh the JTBD basics. Then we deal with the Jobs to Be Done evaluation canvas “Wheel of Progress®”. Alexander Moths and Peter Rochel play through the application with you using a real case. Today it will be about winter […]


Bob Moesta about Jobs to Be Done

No customer job = No innovation In this podcast episode, Peter Rochel talks to Bob Moesta, one of the main architects of Jobs to Be Done Theory. In addition to some JTBD history, it is about the real world practice in the development of sustaining-, efficiency-, or market-creating innovations. This episode is in English. Subscribers […]