New Thinking

We put Stella, our AI interviewer, to the test with 98 real people: no break-offs, top ratings, 2–3× more insights per minute.

Art Basel is the world's most prestigious art fair. But prestige peaks for a few days a year. The real question was what VIP collectors needed the other 360 days — and whether Art Basel was positioned to answer it. Vendbridge applied its Customer-Focused Innovation methodology to measure what VIP collectors truly want. The research overturned a core assumption: VIP collectors are not primarily motivated by financial return or social status. Self-realization dominates. Coll

As AI hubs rise, they risk repeating the costly failures of yesterday’s innovation labs: tech-first thinking, backlog chaos, and disconnect from the core business. The solution? A customer-focused approach rooted in Jobs-to-be-Done. By prioritizing real needs over shiny algorithms, AI hubs can escape the innovation graveyard—and become engines of lasting customer impact and measurable business value.

Putting Innovation on a Measurable Footing In uncertain times and challenging economic environments, a critical question arises: How much innovation is truly necessary? Innovation is not an end in itself—it must create real business value. To do that, it must deliver meaningful value to customers. The Jobs-to-be-Done (JTBD) approach makes customer needs measurable and helps transform innovation into a strategically focused and predictable lever for growth. Innovation Is Not a

Product Managers are facing many challenges every day. As if the day-to-day was not enough, a new challenge is being added: Understanding...

When introducing a new product, launching a digital service, or running a sales campaign, a compelling value proposition is key to driving growth. Without it, efforts to grow often fall flat. But what happens when companies realize their value proposition isn’t connecting? Many turn to emotion—because emotions sell. But how exactly can you design for emotion? This article proposes a framework with a three-step approach to make value propositions more emotional and compelling.

We need to provide job seekers and HR managers with AI solutions that offer real added value in order to be successful in the market. The job portal Stepstone set itself this task and set out to specifically measure customer needs with CFI and then develop AI innovations that have potential in the market. This article first appeared in issue 02/24 of planung&analyse. No company has too few ideas, on the contrary: good innovations are not a problem of idea production, but of i

Jobs-to-be-done is a powerful concept to make a growth project customer-focused and successful. For UX/CX, marketing&sales, product development and strategy. While the concept is easy to understand, its application can be quite tricky. Discover the Vendbridge Studio. Here we share our know-how from over 20 years as experts in the application and quantification of jobs-to-be-done. That’s why we propose the Vendbridge Studio. It contains self-learning courses on how to apply an

Many companies have initiated projects in artificial intelligence (AI). They are experimenting with the technology and are trying to find ways to integrate it into their products, services or internal processes. While non-AI initiatives are under pressure to justify expenses, AI related projects are easy to fund. “AI or die” seems to be the motto. But which of these initiatives will be game-changers and turn into profitable products and businesses? Which will significantly re

It is not enough to only talk about Jobs-to-be-done in a company - it has to become the coffee table talk! In this webinar we had StepStone as our guests talking about their experience of working with us on their past project with Jobs-to-be-done. Do you want to know how you can make the user and their needs the centre of your company? Then have a look at the video below. Get the slides here: Do you want to see the long version of the webinar?