Startups love their ideas. With great enthusiasm, they invest in developing the technology and in designing the product. Unfortunately, they often don’t meet the market. Because love makes blind. Like all humans, founders are biased in their judgment and decision making. Thus, the own product can become an obstacle to success in the market.

Jobs-to-be-done (JTBD) can help to de-bias. The logic behind it makes you switch from technology and design to the customer’s problems. That’s what startups need.

How JTBD logic can be applied in the startup context is the topic of this meetup. Beat Walther has coached hundreds of startups to develop compelling value propositions and convincing sales stories. JTBD has been one of the magic ingredients behind it.