5.3 Customer Jobs, Pains & Gains – Activity

Customer Jobs

The things your customers are trying to get done in their work or in their life. 

  • Problems they want to solve 
  • Tasks they want to complete 
  • Functional, Social, Emotional, Spiritual


Customer Pains 

Anything that annoys your customer before, during, and after trying to get a job done.  

Or simply prevents them from getting a job done…. Obstacles 


Customer Gains 

Describes the outcomes and benefits your customers want. 

Gains include: 

  • Functional utility 
  • Social gains 
  • Positive emotions 
  • Cost savings