Theory holds that to create a product or service, you must first understand what fundamental measures of performance those customers use. Ulrich suggests a six-step process: define the market around the job to be done. Number two is to uncover the customer's needs, their desired outcomes. Three, to quantify the degree to which each need is under or over served. Four, to discover hidden segments of opportunity. Five, a line existing product with market opportunities, that's your market strategy. And six, to come up with new products to address unmet customer outcomes, that becomes your product strategy.