A strategic tool for designing, testing, and building value propositions by mapping customer jobs, pains, and gains against product features, pain relievers, and gain creators.
Right side: Map customer jobs, pains, and gains to understand what customers need
Jobs: Tasks customers try to complete Pains: Frustrations and obstacles Gains: Desired outcomes and benefits
Left side: Design products/services, pain relievers, and gain creators
Products & Services: What you offer Pain Relievers: How you eliminate customer pains Gain Creators: How you create customer gains
Evaluate alignment between customer profile and value map
Problem-Solution Fit: Do pain relievers address real pains? Product-Market Fit: Do customers want what you're building?
Industry: Travel
Customer Job: Find affordable, authentic accommodation. Pain: Hotels expensive and impersonal. Gain: Local experience. Solution: Platform connecting travelers with local hosts
Outcome: Achieved product-market fit by addressing real traveler pains
A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.
A framework for understanding customer motivations by focusing on the 'job' they hire a product or service to do.
A systematic approach to innovation that focuses on understanding and satisfying customer desired outcomes rather than product features.