Sorry if that was not clear.
Sorry if that was not clear. Your confusion is what most people get confused about. I have seen the most value out of the tool when people don’t go from PAIN > GAIN because then GAIN just becomes an obvious negation of PAIN. I like GAIN to be a completely new stream of thought inspired by the JOBS. Not necessarily solving the PAIN, but providing a GAIN that the customer never thought of. e.g. First iPod — you could say that the PAIN was organising my music, but the GAIN was to be make all of my music portable. Until that moment, I never thought to say “I have a problem that I can’t carry all my music with me.”