Customer Jobs Trigger Questions
Guiding questions for identifying customer jobs for the Value Proposition Canvas.
PURPOSE
Fully capturing all customer jobs is the foundation for effective value proposition design, yet teams tend to focus only on the main functional tasks. The Customer Jobs Trigger Questions help systematically uncover social, emotional, and supporting jobs as well. This results in a significantly richer and more realistic customer profile.
HOW TO USE
The guiding questions are used in a workshop setting when developing the customer profile. The team answers the questions as a group and collects all identified jobs on sticky notes. The questions systematically guide through functional jobs, social jobs, emotional jobs, and supporting jobs. The results are prioritized in the Jobs field of the Customer Profile.
WHAT IT IS
The Customer Jobs Trigger Questions are a structured collection of guiding questions for identifying all relevant customer jobs for the Value Proposition Canvas. They distinguish between functional jobs (getting tasks done), social jobs (looking good, status), and emotional jobs (feeling safe, joy). The questions are formulated to lead beyond the obvious.
EXAMPLE
Example: You are developing new accounting software for freelancers and use the Customer Jobs Trigger Questions to capture all tasks of your target audience. The questions lead you beyond functional jobs (writing invoices) to emotional jobs (feeling professional) and social jobs (looking good in front of the tax office).