Step-by-step guide on how to run the activity:
1. The canvas is composed of two different sections: the costumer segment and the value proposition. It is important to always start with the costumer, as a team all the costumers should be listed first and an individual canvas should be done for each of them. After identifying the costumers, the jobs-to-be-done, pains and gains need to be identified.
2. After completing the constumer segment part of the canvas. First the products and services that could be developed should be listed and for each of them the gain creators and pain relievers should be identified.
3. One canvas should address an unique combination of costumer segment and service/product.
4. It is important to ask enough why’s during the brainstorming in order to obtain as much information as possible. Also important is to reach a high level of empathy with the costumer in order to truly understand their motivations and needs.