Your customer segment (or multiple segments as we'll soon explore) are composed of a unique customer archetype with a specific "job" they need completed. Their "job" can be answered by the question: "What is the customer segment trying to get done?" and is it a 'problem' or 'need'?

You're understanding should be so detailed, that you understand their life from the moment they wake up to the moment they go to sleep - and most importantly, where your product/service fits in throughout their day and what value it creates each time they use it.