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Turn Customer Needs into Business Opportunities: Webinar Recap

Written by 
Jim Kalbach
January 26, 2017

Most of us can agree that finding new business opportunities is hard. Even well-established companies get stuck in old ways of creating growth.

But by focusing on the customer's needs, you will expand your possibilities and unlock the door to new potential. The first step is to map the job at hand and prioritize unmet needs.

In a recent webinar, MURAL’s own Jim Kalbach, author of Mapping Experiences, Marc Sniukas, Parker Lee, and Matt Morasky, authors of the bestselling book The Art of Opportunity, got together to discuss how understanding the customer experience as a source of growth.

One of the key takeaways followed Marc’s description of a new way to approach strategy, outlined in their book The Art of Opportunity.

Companies need to ask three fundamental questions:

  1. Where to play? Modern approaches focus on the customer and non-customer experience
  2. How to play? You have to consider your offering, the business model and the revenue model.
  3. How to win? Focus on customer value, firm value and ecosystem value


Additionally, Jim presented a new MURAL template for mapping the customer’s job to be done that can help you visualize your new strategy with the customer in mind.

Click on the image below to access that template and add it to your MURAL account:

Job to be done template
Click to access the MURAL template

Parker then concluded the presentation with a description of getting empathy for the user and how customer needs fit into the overall big picture.

Here are the slides from the presentation:

Turn customer needs into business opportunities from Dr. Marc Sniukas


If you're interested in further exploring how customer's needs can lead to the development of new business strategies, see our previous webinar together: "The Art of Innovation: Visual Thinking for Strategic Innovation"

About the author

About the authors

Jim Kalbach

Chief Evangelist
Jim Kalbach is a noted author, speaker, and instructor in customer experience, experience design, digital transformation, and strategy.