Once you have a pretty good idea of the job your customer segment has to do, it is time to ferret out and define their gain points. Use the following questions to describe the benefits your customer expects, desires, or would be surprised to receive.
What savings in terms of time, money, or effort would make your customer happy
What outcomes in terms of quality and quantity does your customer expect? What would go beyond their expectations?
What current features, performance, and quality items delight your customer? What would make your customer’s job or life easier? For example, would a flatter learning curve, more options or services, or lower cost of ownership make your customer’s life easier?
What would make your customer look better in the eyes of others, increase their power, or raise their status?
Is your customer looking for a better design, guarantees, specific features, or more features?
Does your customer dream of big achievements or being relieved of burdens they have?
How does your customer measure success? For example, do they measure success in terms of time, cost, or performance?
Finally, what would increase the likelihood that the customer would adopt a new solution? For example, would lower costs, risks, or investments better entice your customer? What about better quality or performance?
After answering these questions, attempt to rank your customer’s gain points according to their significance and frequency.
