Martin Betz

I am Martin Betz. I help companies understand what makes people buy their products and services.

For 13 years I worked as an innovation Manager in international enterprises. I led big strategic projects but also explorative tech-driven ones. And I kept seeing the same problem over and over again. Companies would build things based on what they assumed customers wanted. And then wonder why growth stalled.

I was part of that pattern too. I don't say this from the outside.

The shift came when I found the Jobs-to-Be-Done framework. It changes the question. Not “what does the customer want?” but “what are they trying to get done. What makes them switch to a new solution? What progress do they want in their life?”

So I dove deeper into the topic. During my time at Deuschte Telekom I tried all the different customer centric frameworks. From personas to design thinking and all the others. I learned Jobs to be done from Peter Rochel, who is one of the leading experts in the field. He showed me how to make it operational. Not a thinking model. A research process. That translates back into business. Starting from the demand side. Working forward from there.

In 2022, I founded UTXO Solutions.

The name comes from Bitcoin. A UTXO is an unspent transaction output. You can think of it as the money that you have but did not spend yet. It's the symbol of potential. What you can do but haven't done yet. That is how I think about strategy work. A great strategy unleashes your potential.

Today we run structured buyer interviews and help companies becomes customer centric first. We turn what we find into strategy, messaging, and go-to-market decisions that hold. Because the customer is the only person bringing money into your company.

I also lead the marketing department of the Bitcoin Bundesverband, Germany's Bitcoin industry association. That is a separate chapter. But the thinking is the same. Build from the customers perspective. Verify before you commit.

We are still figuring parts of this out. That is probably going to be true for a while.