Purpose Systematically explore what customers are trying to accomplish (functional, social, emotional jobs), the pains they experience, and the gains they seek. Use this framework to uncover unmet needs, validate product ideas, and ensure your solution addresses real motivations—not just surface-level feature requests. This is not a survey—it's a structured lens for understanding why customers "hire" your product and what would make them "fire" it. Input Works best with: The customer segment (or product whose customers) you're analyzing. Also useful: Interview notes, support tickets, or resea…