Customer Gains: Trigger questions
Use trigger questions to identify what your customers have to gain when they get their jobs done. Uncover the outcomes and benefits they expect, desire, or would be surprised by.
The playbooks walk you through it with your team.
Trigger questions alone won't reveal real gains
A great tool is just the starting point.
Downloading a Strategyzer tool gives you a practical starting point you can use today. The real value comes from knowing when to use it, how to use it well, and what to do next. That’s what Strategyzer Playbooks are for.
Guided methods
Step-by-step guidance for applying Strategyzer’s methods with your team, instead of just filling in a static template on your own.
The full Strategyzer toolkit
The Business Model Canvas, the Value Proposition Canvas, the Testing Card, the Portfolio Map, and more: Strategyzer’s full library of interconnected tools and methods, ready to use.
Ready-to-run sessions
Facilitation guides, agendas, and digital whiteboards so you can run a session with your team this week, not next quarter.
About the Customer Gains trigger questions
Find the outcomes your customers really want
Define Customer Gains
Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings. Use this to help you fill out the Customer Profile.
See what a playbook actually looks like
A playbook is not a course, a template pack, or a consulting engagement. It’s guided work that takes your team through a proven Strategyzer method one step at a time.
See Strategyzer Playbooks in action
You have the tool.
Here's what teams do next
Each one is a session you can run with your team this week,
with the agenda and whiteboard included.
Customer profile interviews
A structured, repeatable playbook to help teams get out of the building, lead high-quality customer interviews, and turn conversations into validated, evidence-backed customer profiles with zero administrative friction.
Download the Customer Gains trigger questions
Get all the trigger questions in one printable file, ready to use with your team.
- A4 PDF, ready to print or share on screen
- Built for workshops, customer interviews, and team sessions
- Pairs with the Customer Profile, to fill in your customer gains
- Free to download and share with your team
Work through the questions and list the outcomes and benefits your customers are after.
