24. Take a look at the
customers’ world
Looking at different aspects of
their lives, we’ll examine our
own beliefs about them, who
they are – and if they really
exist, how to frame our value in
their context.
26. Find early adopters.
Find specific customers.
Be more compelling to them.
Know where to find them
quickly, and point out scalable
channels to reach them.
Zoom in!
27. How deep do you go?
Until you have short, understandable
customer segments, identifyable as real types
of people (not attributes)
Until you can define your customers in a way
where it’s clear where to find them.
Until you have a customer segment that is
specific enough that you can walk away from
they invalidate your idea.
33. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles
Goals &
gains
Current
Solution
34. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Goals &
gains
Current
Solution
35. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
gains
Current
Solution
36. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains
Current
Solution
37. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current
Solution
38. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution
39. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution Can you define that customer segment in one word? Are they
“a thing?” Are they easily findable?
44. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles
Goals &
gains
Current
Solution
45. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Goals &
gains
Current
Solution
46. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
gains
Current
Solution
47. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains
Current
Solution
48. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current
Solution
49. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution
50. Drill-down questions
Jobs-to-
be-done What’s the root cause?
Why is this the case? What bigger job, problem or gain does
this fit into?
Obstacles Can this be split up into different types?
Are there different types of this job, or different types of this
pain-point?
Goals &
Does this relationship exist every time?
gains eg. Does everyone who chooses this solution have the same
obstacles?
Current Are there particular customers that match
these new groups?
Solution Can you define that customer segment in one word? Are they
“a thing?” Are they easily findable?