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The business model canvas is a tool designed to outline and innovate business models in a visual and tangible way. It consists of nine building blocks, with the first being customer segments. Businesses must identify which customers they serve. For example, a newspaper has two primary customer segments: readers seeking information and entertainment, and advertisers aiming to reach an audience. Each segment has distinct jobs to be completed, necessitating different value propositions tailored to their specific needs. This structured approach allows for the analysis, challenge, and invention of new business models.