Alex is the author and inventor of Business Model Canvas, a best-selling book and tool to visualise, challenge and reinvent business models. At Business of Software Conference Europe 2017, he led us through an exercise to help identify the jobs your product should be doing to meet the needs and pains of their ideal customer.

Recorded live at Business of Software conference USA 2017 in Boston, MA.

For more great talks, visit businessofsoftware.org/videos or sign up for our newsletter to receive reminders of when new talks are live online at businessofosftware.org/updates