A little CBL in action
One conversation.
A different picture.
Follow Maya and Milo through an idea, a customer need and an offering she helps us reshape.
A fictional walkthrough. The dialogue illustrates the method, not research findings.
Start with an idea
Let’s explore
a business idea.
Imagine a local service connecting working dog owners with carers who visit during the day.
Who might use it? What would we offer? How might it earn money? This first sketch makes our assumptions visible.
Now let’s find out where customers actually need help.
Let’s see what a customer changes.- Key partners
- Local dog carers
- Key activities
- Arrange visits with carers
- Key resources
- Still to explore
- Value propositions
- Daytime dog care at home
- Customer relationships
- Still to explore
- Channels
- Still to explore
- Customer segments
- Dog owners working away
- Cost structure
- Still to explore
- Revenue streams
- Pay per visit?
Start with a customer
Meet Maya.
Busy day.
Dog at home.
We start with dog owners who work away from home and can’t easily return during the day.
Maya works regular office hours. Her neighbour sometimes helps.
But what does she actually need?
Different situations.
Different possible needs.
A fictional example throughout. Maya’s needs and replies are scripted to show how CBL works.
Check the need first
Give her something
to correct.
A Need Bundle puts related jobs, pains and gains in one picture. Show it. Let her cross things out.
Care during the working day
Job Our starting assumption
“I need someone to take Milo out when my neighbour can’twithout having to ask another favour.”
What does Maya change?
“She almost always says yes. But she rearranges her day, and I feel awful asking again. Sometimes I pay for daycare even though she’s available. I’d rather pay someone than keep owing a favour.”
Job
Arrange Milo’s daytime care without depending on personal favours.
Pain
Every request involves guilt, negotiation and a growing sense of obligation.
Gain
Ask for the care I need without feeling that I’m imposing.
A deeper reason.
Now an offering to explore.
Check each bundle with her. Explore offerings for the needs that fit. Across more conversations, find out who shares those needs.
Show her the ideaTest the offering idea
Now show her
what could change.
What if Maya could book a paid lunchtime visit for Milo?
Follow Maya’s day
- 01 Need
- 02 Frustration
- 03 Value
Moment of need
“Milo needs a break outside. I’m still at work.”
Moment of frustration
“My neighbour helped twice this week. I can’t keep asking.”
Moment of value
“The carer takes Milo out. I can focus on work without owing another favour.”
A Customer Value Scene
Show the possibility.
Let her change the picture.
What would she change?
“Paying would make asking easier. But who gets my key? I wouldn’t hand Milo over to a different stranger every week.”
Our next sketch: Maya meets the carer first and can book that same person again.
A fictional correction to explore across conversations. Paying could ease the burden of favours; trust still needs attention. This is proposed value, not proven demand.
Show. Listen. Let them change it.
Then compare the reasons across customers.Back to the discovery journey
The CBL Masterclass
Now try it with
your own idea.
You’ve seen how Maya changes our understanding. Join the Masterclass to practise that process with the idea and customer decisions you’re working on.
Register your interestLearn with Paris Thomas and Christian Doll.
Team workshops now. Open class dates coming later.