How to Define a Job Statement for Your Customer

The goal of the market definition canvas is to help innovators uncover the job to be done as perceived by the customer, not the product developer. To get a feel for the entire job your customer is trying to get done, ask them what other products they use immediately before, while and immediately after using your product or service. The Bosch team determined through customer interviews that tradespeople are using a circular saw along with other products so they can cut wood in a straight line. Defining the market at this level of abstraction allows you to evolve your product over time to help customers get more and eventually all of their job done.