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.
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  • 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

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

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Customers Reviews

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Richard Cobie, CEO

Reviewed on 15 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!

Janette Lavalier, Innovation Professor and Consultant

Reviewed on 15 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world's most amazing brands. Great work!

Karl Meckel, Change Development Manager

Reviewed on 18 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)

Franz Hellstrom, Head of Culture

Reviewed on 2 Aug 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.

Satoru Fukuda, Chief Strategy Officer

Reviewed on 13 Aug 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.

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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.

How It Works

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.

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Stefan F. Dieffenbacher

Founder & Managing Director of Digital Leadership

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