Customer jobs and pains · The pain list · Element
The severity
How much the pain costs, in whatever unit the customer actually feels — money, time or risk.
The part
What it is
Severity in the customer’s own unit is what later supports a value-based price. A pain measured only on a five-point scale supports nothing.
Frequency and severity multiply. A small pain occurring daily frequently outranks a large one occurring annually.
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.
Cost of the pain
In hours, currency or failure rate — the unit the customer would recognise.
Measure shared typeFrequency
How often it occurs, which combines with severity to produce the real ranking.
Choice shared type