The perfect set of “need’ statements must inform all aspects of the business. This means they must be stable over time, solution agnostic, unambiguous, actionable, measurable, controllable, granular and more. When the job the customer is trying to get done becomes the unit of analysis, it makes it possible to define need statements that meet these criteria. We call them “desired outcome” statements. They are the key to understanding how customers measure value—and create the product roadmap that will have your competition chasing you.