This guide will help you identify your key clients & segments and the help to develop a deeper understanding of the needs of those clients. Using two simple tools, client segment map and customer-value map, this play will help you walk through documenting and understanding your clients

I subscribe to the job-to-be-done approach to thinking about customers. This is the Harvard Business School approach championed by Clayton Christensen and Mark Johnson, and used widely by Alexander Osterwalder and members of the business model community. It is built on the concept that the job your customer has to get done, not the customer, is fundamental unit of analysis when measuring business success.

The in-depth analysis of the customer needs is supported by a tool developed by Alexander Osterwalder, author Business Model Generation and the creator of the business model canvas. Using this tool you will identify the pains and gains for each customer segment.