This research studies the factors underlying the process of identifying and prioritizing customer jobs while designing value propositions. More specifically, this study fulfils the objective of conceptualizing how organizations identify and prioritize the most important customer jobs by adopting a multiple case study method.The paper inductively addresses the research question ‘‘how do firms/organizations identify and prioritize the most important customer jobs?’’ and adopts a qualitative research design with a multiple case study strategy. The project case studies analysed comprised seven different companies in various industries. All the case companies of this study fulfil the criteria of working on customer behaviours or similar fields to understand their customers. The data was collected through semi-structured interviews and examined using a thematic analysis. The results indicate that case study organizations have no common understanding of the theory for identifying and prioritizing the most important customer jobs. In other words, the case study organizations of this study use different methods to understand their customers. The practical implication of this research is to analyse how organizations are trying to identify and prioritize the most important customer jobs and how they avoid the risk of going for ‘‘not so important jobs’’.The theoretical contribution of the study is to recommend to all organizations supportive theories for identifying and prioritizing the most important customer jobs with some of the factors within this study.