Industrial on MYLES — Strategy & Innovation Consultinghttps://myles-innovation.com/tags/industrial/Recent content in Industrial on MYLES — Strategy & Innovation ConsultingHugoenSun, 15 Mar 2026 00:00:00 +0100JTBD for B2B: How Enterprise Product Teams Use Jobs Theoryhttps://myles-innovation.com/blog/jtbd-b2b-enterprise/Sun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-b2b-enterprise/<h2 id="jtbd-was-built-for-consumer-products-b2b-needs-something-different-right">JTBD Was Built for Consumer Products. B2B Needs Something Different. Right?</h2> <p>Wrong.</p> <p>This is the most common objection I hear when presenting Jobs to Be Done to B2B product teams: &ldquo;Our market is different. We have buying committees, not individual consumers. Our sales cycles are 12 months, not 12 minutes. Our customers are engineers, not milkshake buyers. JTBD does not apply here.&rdquo;</p> <p>It applies here more than anywhere. And the reason is precisely the complexity that B2B teams cite as the objection.</p>