We have just launched the most comprehensive guide to innovation: download it today!


The UNITE Jobs to be Done Customer Promise Canvas

The Customer Promise Canvas allows you to spin your most significant innovation opportunities into initial solutions and rank these. Further, we test the identified solutions against your business capabilities and the customer’s needs.

Turn your innovation ideas into initial solutions

Ensures that this is truly the right solution for our customers

Helps you check whether you really have the capabilities to build those solutions

What the download contains

  • The UNITE Jobs to be Done Customer Promise Canvas
  • 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 are going to 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:

Just because a customer has a substantial unmet need doesn’t mean that you have the right solution. The UNITE Customer Promise Canvas allows you to connect customer needs to your business by outlining promises you are capable of making to your customers about how to solve their problem and then ranking those promises to find the most promising one.


The UNITE Customer Promise Canvas begins, as innovations always should, with your customer’s need. The Unmet Needs box covers your biggest opportunities from your Job Journey Navigator. Next, you make a Promise to the customer in the form of a solution that will be the basis of your Value Proposition. What are you going to build to meet their need? The third step is Proof. Here is where testing and verification come in. How can you prove that this solution is the right one for the problem and that it will actually work? Finally, we need to think about Business Capabilities. Is your business realistically capable of producing this solution successfully and at scale? Think about your core and differentiating capabilities and ask yourself whether these will enable you to produce this product or solution more effectively than your competitors.

What is the goal of the model?

Turn your customers’ needs into solutions that stick. The UNITE Customer Promise Canvas helps you turn the important but unmet customer needs into initial solutions that you can then rate to identify the best ones. It also helps you understand whether you can actually realize your idea. The only thing worse than a problem with no solution is a promised solution that is not delivered. Make sure you have the right solution and that it’s the right move for your company.



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.

Looking for more in-depth explanation? Sign up for our wait
list and we will let you know as soon as the book is ready for download.

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.«


Select your currency
EUR Euro
USD United States (US) dollar