consulting services through the aim insitute
WHAT WE DO
We help teams build a complete map of customer motivation for a market, then act on it.
Whether you're launching a new product, rethinking your brand, or entering a new market, a JTBD Pyramid™
Analysis reveals what your customers truly care about across all five levels: function, identity, and emotion.
We don’t just teach the framework.
We build it with you—or for you—based on real-world insight.
Each engagement results in a custom JTBD Pyramid™ Strategic Analysis Workbook—your guide for innovation, messaging, and growth.
OUR SERVICES
Start with a full analysis, then choose your own path.
Before we can train or assist your team in building their own analysis, we start by doing it for you. This ensures the strategy is grounded, the model is understood, and your team has a clear reference point.
We offer three levels of fidelity—each suited to different needs, speeds, and stakes.
THREE LEVELS OF RIGOR
The Compass Build
Speed: Fast | Rigor: Low
This lightweight build is perfect for early exploration or fast alignment. We work with your team’s internal knowledge, past VOC, and market experience to quickly create a directional JTBD Pyramid™ Analysis.
Best For:
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Vision decks and concept framing
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Executive briefings or investor storytelling
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Internal alignment at the start of a new initiative
The Trail Map Build
Speed: Moderate | Rigor: Medium
This build blends qualitative customer interviews with facilitated team synthesis. You get depth without the wait—grounded in real voices, guided by structure. For most markets, The Trail Map Build provides the best combination of actionable insight, quickly, for reasonable costs.
Best For:
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Product planning and messaging
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Persona development and GTM strategy
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Cross-functional team alignment
The Topographic Build
Speed: Slower | Rigor: High
This is the gold standard for high-stakes decisions. We combine deep qualitative interviews with quantitative validation—resulting in a fully defensible, data-backed JTBD Pyramid™ Analysis.
Best For:
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Strategic roadmapping
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Brand repositioning or M&A due diligence
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High-stakes targeting and segmentation
WHAT YOU RECEIVE
Every build includes:
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A full JTBD Pyramid™ Strategic Analysis customized to your market, product, and customer
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Opportunity Ratings and strategic prioritization
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Internal vs. competitive performance benchmarks
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Innovation Profile recommendations
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Cross-level job connections and causal leverage insights
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Optional: Live walkthrough or stakeholder session
LET'S GET STARTED
One analysis. Total alignment.
We begin every client engagement by building a full JTBD Pyramid™ Strategic Analysis. After that, we can train your team, co-create future workbooks, or help you integrate the Pyramid into your strategic processes.
Let’s find the approach that fits your terrain.