Customer jobs and pains · The gain list · Element
The gain
The outcome or benefit the customer wants, stated as something observable.
The part
What it is
Gains stated as adjectives — faster, easier — cannot be designed for or verified. Stated as an outcome with a number, they can.
Social and emotional gains belong here too, and they are frequently what decides between two functionally equivalent offers.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Gain type
Functional, social or emotional — the last two decide more purchases than they are credited with.
Choice shared typeJob
Ties the gain to the job it improves, so it does not float free of any context.
Reference shared type