A significant challenge these days is to create and maintain a genuine connection with your customers, staying focussed, understanding and serving their needs. The term you use may be specific to your context, customers, clients, users, members, or consumers, but each of these terms refer to a target for whom you create value; thus they are synonymous.

In this session Michael Lachapelle will consider the shift in understanding from customer’s characteristics to their motivations. Key to this is the job-to-be-done approach of outcome driven innovation. He will introduce the value proposition canvas as a tool to profile customers and to design offers that matter to your customers. The core of this perspective is to understand the jobs your customers have to complete or the problems they have to solve. By understanding the outcomes they wish to have (gains) and the barriers to getting the jobs done or problems solved (pains), one can design a solution or an offer of products and services that will achieve ‘market fit’.

Learning Objectives:

• Developing insights about customers
• Profiling customers' jobs pains and gains
• Understanding outcome based segmentation