Translate Pain Into Value Proof
Map customer pains and gains to the proof your solution must show.
Value is not what the product can do; value is what the customer can stop suffering or start achieving. Map the customer side first Jobs describe what the customer is trying to accomplish. Pains describe what makes that job hard, costly, risky, or frustrating. Gains describe the outcomes and benefits the customer wants. This side should be written in customer language, not product language. Then map the solution side Products and services are the capabilities you provide. Pain relievers explain how those capabilities reduce specific pains. Gain creators explain how they produce specific upside. The strongest SE work happens when…
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