Gains – the benefits which the customer expects and needs, what would delight customers and the things which may increase likelihood of adopting a value proposition.
Pains – the negative experiences, emotions and risks that the customer experiences in the process of getting the job done.
Customer jobs – the functional, social and emotional tasks customers are trying to perform, problems they are trying to solve and needs they wish to satisfy.
Gain creators – how the product or service creates customer gains and how it offers added value to the customer.
Pain relievers – a description of exactly how the product or service alleviates customer pains.
Products and services – the products and services which create gain and relieve pain, and which underpin the creation of value for the customer.