https://myles-innovation.com/tags/medtech/Recent content in MedTech on MYLES — Strategy & Innovation ConsultingHugoenSun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-examples-manufacturing-medtech/Sun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-examples-manufacturing-medtech/<h2 id="beyond-the-milkshake-jtbd-where-it-matters-most">Beyond the Milkshake: JTBD Where It Matters Most</h2> <p>Every article about Jobs to Be Done tells you about milkshakes and morning commutes. These examples are useful for explaining the concept. They are useless for showing you how JTBD works in contexts where product decisions carry multi-million euro consequences, regulatory constraints shape what is possible, and the end user&rsquo;s job literally determines whether people live or die.</p> <p>This article presents JTBD applications from the industries where I have spent the past two decades: manufacturing, construction equipment, and MedTech. These are real scenarios drawn from companies operating in the DACH region — Palfinger in loader cranes, Fresenius in enteral nutrition, and MOTUS in mobility solutions. The details are illustrative and drawn from public information and our podcast discussions (episodes <a href="https://state-of-innovation.com">#7</a>, <a href="https://state-of-innovation.com">#12</a>, and <a href="https://state-of-innovation.com">#41</a>), with some specifics generalized to protect proprietary information.</p>