Summary
Highlights
Customer Jobs are the tasks or problems customers are trying to solve in their work or life, such as getting a ride to work. These should be described from the customer's perspective and can vary in importance, with some jobs being more critical due to frequency or significant outcomes.
Customer Pains are annoyances, bad outcomes, or risks customers experience before, during, or after trying to get a job done. Pains can also prevent a customer from completing a job. Similar to jobs, pains can range from moderate to severe in their impact on the customer.
Customer Gains are the desired outcomes or benefits a customer wants. These can be expected, required, or come as a pleasant surprise. Gains can evolve from being merely 'nice to have' to becoming highly essential for the customer.
Given that there will be many jobs, pains, and gains, all varying in importance, it is crucial to prioritize them. A simple table can be used, listing the most important or essential items at the top and the least important at the bottom.