Now that you have a clear value proposition, let's dive deeper into your customer's world. Understanding their complete experience helps you find the perfect spots where your business can add value.

We'll organize everything into three simple categories: Jobs, Pains, and Gains.

Engagement Message

Let's start understanding what these mean, shall we?

Let's start with "Jobs" - these are the tasks your customer is trying to accomplish or the goals they want to achieve. Jobs aren't about your product; they're about what your customer is actually trying to do.

For a freelancer, a key job might be "Land a new project."

Engagement Message

What's one job your target customer is trying to accomplish?

Next are "Pains" - the frustrations, obstacles, and problems your customer faces while trying to do their jobs. These are the moments when they think "This is so annoying!"

That same freelancer's pains might include "writing proposals that get ignored" or "competing only on price."

Engagement Message

Name one frustration your target customer likely experiences.

Finally, "Gains" represent the positive outcomes your customer wants or the benefits they'd love to experience. These are their ideal world scenarios.

Our freelancer's gains could be "a predictable stream of high-quality leads" or "clients who value expertise over low prices."

Engagement Message

What's one gain your target customer would celebrate achieving?

Here's the key insight: your business opportunity lives in the gaps. Where customers have important jobs but experience significant pains, or where they want gains but can't achieve them easily.

These gaps become your value creation opportunities.

Engagement Message

Looking at your customer's jobs, pains, and gains, where do you see the biggest gap?