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.