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Stephan Ackermann
PÖTTINGER Landtechnik GmbH
Director Product Management

Stephan Ackermann (PÖTTINGER Landtechnik GmbH) about his experience with JTBD and ODI

Stephan Ackermann is Director of Product Management at Pöttinger Landtechnik, where he is responsible for product management and the arable and grassland products divisions. In the course of his career he has gained more than 15 years of experience in the areas of product management, product portfolio and marketing.

How did JTBD and ODI guide the growth strategy at Pöttinger? What is the biggest challenge in adopting ODI? What is the biggest benefit?

At the 3rd JTBD Summit Europe 2022, we wanted to know from Stephan to what extent JTBD and ODI have steered the growth strategy at Pöttinger.

In his opinion, there is great potential for the Jobs-to-be-Done theory in his industry, as some competitors – as well as Pöttinger – are often stuck in an “innovator’s dilemma”. While machines are produced which meet customer needs to a large extent, “over-engineered” machines in turn sometimes even overfulfill the needs of the customers.

For this reason, it is important to create awareness that technical gimmicks and details are not always the most important and interesting thing for the customers – but the fact that they can do their job properly. Stephan sees this point as a major advantage in the ODI process: you learn to understand the customers better and what they really need. All this experience then pays off and this information can be used in many other areas such as marketing, sales, etc.

"With the help of the ODI process, you get to know the customer better, you get to understand him better and, in conclusion, you get to learn what he really wants."

Project Summary

PÖTTINGER Landtechnik GmbH wanted to create new value offerings/services for customers in their respective market. The ultimate goal is to develop innovative offerings which are guided by unmet customer needs. The results that emerged from the 3-day Growth Accelerator Bootcamp with Edizon provided prioritized needs and innovation projects and furthermore led to a growth plan that works for Pöttinger in practice.

About PÖTTINGER Landtechnik GmbH

Pöttinger is an Austrian family-owned company that contributes to a sustainable increase in effectiveness, efficiency and quality in agricultural production and that acts as a partner on whom its customers can rely.




Karl Heinz Mayer, Eaton Industries


Shahzad Ansari, University of Cambridge


Gerald Steiner, Voith Paper


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