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THE CUSTOMER_JOB_TO_BE_DONE CANVAS - HT_PROTOTYPE_002 
The Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse in their MIT Sloan Management Review Article Finding The Right Job For Your Product. 
It is also extended/influenced by Shoshana Zuboff’s McKinsey Quarterly Article Creating Value in The Age of Distributed Capitalism. 
THIS TOOL IS A PROTOTYPE. NEVER USE IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER JOB’S - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK 
8BARRIERS 
THE JOB THE CUSTOMER THE OPPORTUNITIES 
MOTIVATION 
What motivated the customer to pull 
the product into their life? 
The last time they did the job and 
didn’t use the product - what did they 
use? 
What are the pains in the job the 
product or service is solving? 
GAINS 
ROOT CAUSE / AMBITION 
What is the root cause for the 
customer doing the job? 
RESCUE 
What assets in today’s job could be 
set free and digitized? 
BYPASS 
What process in today’s job 
could as well be skipped? 
RECONFIGURE 
INDIVIDUALIZATION 
What would the customer gain from 
individual tailoring of the product? 
SUPPORT 
LONGEVITY 
What would the customer gain from the company 
helping with the job every day / in their every day 
processes? 
#ROLE 
SOCIAL 
What is the social role of the job? 
In the customer’s words - what is the job they are doing that 
causes them to pull the product or service into their life? 
#ROLE 
FUNCTIONAL 
What is the functional role of the job? 
JOB_TO_BE_DONE 
#ROLE 
EMOTIONAL 
What is the emotional role of the job? 
SITUATION/LIFECYCLE 
What, where, when and why did the job occur? As a decision 
journey or as a part of the customers everyday processes? 
“ 
HELGE 
TENNØ 
HELGETENNO.COM

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