I see JTBD as a complementary model here, but not a replacement. e.g. in the example I gave, the values of expertise and responsiveness were highlighted by customers of the company I was working with. It would have been difficult to identify these as things of value indirectly, by only focusing on the JTBD. It may have been possible, but I find this approach -- working and discussing value directly -- to provide a more direct path to value insights. You might get it from a JTBD perspective, but that's more of a choice of approach. Both have a place IMHO.