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The UNITE Jobs-to-be-Done Statement & Map

The Jobs-to-be-Done Statement and Map allow you to outline the important but unmet needs that your customer wants to have solved. Jobs-to-be-Done is the most critical tool to focus your innovation efforts, allowing you to systematically put the customer at the heart of your innovation process.

The clear template structure helps define your Customer Job Statement

The Job Map helps you prepare for your Jobs-to-be-Done Interviews

Customer Criteria allow you to understand how customers measure success

What the download contains

  • The UNITE Jobs-to-be-Done Customer’s Job Statement
  • The UNITE Jobs-to-be-Done universal Job Map
  • The UNITE Jobs-to-be-Done Template for defining Customer Criteria
  • The UNITE Innovation Approach | Overview
  • The UNITE Innovation Approach | Stage 2
  • The UNITE Overview of the Jobs-to-be-Done process, helping you understand at what stage and in what context you will work on Jobs-to-be-Done
  • Overview of the entire UNITE Business Model Framework, helping you understand the role of customers and their Jobs-to-be-Done in context
What People Are Saying

Why we use it:

Companies often build new products that no one wants! As a result, most organizations lack the understanding of what their customers truly need and thus miss critical opportunities.
The customer’s unmet need should be at the heart of your innovation process. That is why we use Jobs-to-be-Done to identify it. These two tools will help you articulate the customer’s basic job and then discover the smaller tasks that customers will need to do to meet it.


Sometimes customers have no problem articulating the need they want to be met. Other times, it’s helpful to have a framework to guide what might otherwise just be a feeling that something is missing. The Job Statement gives you a template to help customers articulate their needs by simply filling in the boxes.

The Job Map then helps you dig into this need by outlining the steps that often are part of solving a problem–such as defining, preparing, monitoring, etc. Put these eight boxes up on a big whiteboard, and work with your team to fill in the tasks and activities that you think your customer might be engaging in during each of these steps.

In later steps, you will validate the Job Map through customer interviews and a large quantitative survey.

What is the goal of the model?

A successful and customer-centric innovation process. Solving a problem for a customer is not only the best way to ensure that you aren’t wasting resources building something that no one wants; it’s the key to designing a truly innovative product and operating in a blue ocean.



Related tools
& models

The following tools and models support the one you are exploring. If you’re ready to go further, check them out. Download the models below and continue your journey …

Related tools & models


The following tools and models support the one you are exploring. If you’re ready to go further, check them out., download the models below and continue your journey …


Related categories

Explore the other models in the category you started with or take a look at these related categories. There is no right way to use these tools. Follow the path that works best for you and your team.

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The Origin of this Model:
» How to Create Innovation «

How to Create Innovation is a practical, comprehensive, OpenSource guide for successful corporate innovation. The UNITE initiative and movement, spearheaded by Stefan F. Dieffenbacher and Caroline Hüttinger and supported by a diverse team of industry leaders and innovation researchers, aims to spark a revolution in global innovation and transformation.


How to CREATE INNOVATION is a workbook for students, innovators, designers, and government and corporate leaders who appreciate and are curious about emerging technologies and the accelerating pace of innovation. It challenges the status quo and supports the development of the mindset, beliefs and strategies necessary for the next stage of business evolution. Leverage the UNITE innovation framework to conceptualize and build the future of your business.

Benefit from Digital
Leaderships’ experience

Digital Leadership is a strategy-execution firm built on strong and innovative values. We support our customers in strategizing, building and securing their future through the creation of fully digitally enabled, and extraordinarily successful, products and businesses. Our agile, lean, fast-track business setup, coupled with access to an extensive pool of highly specialized and trusted resources (customized for each customer’s journey), allows for ideating and building in an effective and meaningful way.

Shared goals are the cornerstone of our customer approach. To date, our team has successfully led 74 projects with numerous global players across all industry sectors, ranging from $50,000 projects to $100 million ones. But helping our customers’ build their futures is not enough. We are committed to changing the world through the sharing of powerful innovation and transformation practices. Join the UNITE movement and help us start an innovation revolution.
Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership

»We build digital winners.
It's what we are made for. Let's create winning digital businesses – together. And, at the same time, let’s create a world worth living in.«


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