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Framework for discovering innovation based on a fundamental truth: customers don't buy products - they "hire" them to do a specific job in their lives.

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Structured framework for uncovering customer jobs, pains, and gains to validate product ideas and improve messaging. \n \n Breaks customer needs into three categories: functional jobs (tasks to complete), social jobs (how they want to be perceived), and emotional jobs (emotional states they seek or avoid) \n Identifies four pain types: challenges blocking progress, costliness in time/money/effort, common mistakes, and unresolved problems current solutions don't address \n Surfaces four gain type