Marketing Canvas - Pains and Gains
Last update: 23/10/2024
The final edits focus on reviewing the scoring system and refining the Green Clean example.
In a nutshell
The Pains and Gains sub-dimension in the Marketing Canvas focuses on identifying the constraints (pains) that block your customers from solving their problems and the delights (gains) that you can provide by addressing these constraints. By thoroughly understanding the pain points and potential gains, businesses can deliver solutions that resonate with customer needs and create a more positive overall experience.
For example, Green Clean customers may experience pain from the use of harmful cleaning chemicals and the difficulty of finding eco-friendly options, but their gain would be the peace of mind that comes from knowing their home is clean and safe for both their family and the environment.
In the Marketing Canvas
The Marketing Canvas is a powerful tool for entrepreneurs and non-marketers to build a robust marketing strategy. It consists of six meta-dimensions, each with four sub-dimensions, for a total of 24 sub-dimensions defining your Marketing Strategy. One of these sub-dimensions is PAINS & GAINS, which falls under the CUSTOMER meta-dimension.
Introduction
The Pains and Gains sub-dimension is part of the Customer category in the Marketing Canvas. It focuses on understanding the constraints or barriers customers face when trying to accomplish their goals and the delights or positive outcomes they seek from resolving these pains. Identifying these elements helps businesses craft offerings that directly target customer frustrations while delivering satisfying results.
What is « pains & gains » ?
Pains are the blockers or frustrations that customers encounter when trying to achieve their goals. These pains can range from emotional concerns to practical obstacles that prevent progress.
Gains, on the other hand, represent the positive outcomes customers wish to achieve, including functional results (like efficiency or ease) and emotional or societal rewards (like feeling aligned with a cause or living up to their values).
For example, Green Clean customers may experience the following:
Pains: Concerns over the health risks of traditional cleaning products, or the frustration of spending too much time cleaning.
Gains: The peace of mind that comes from using eco-friendly products, or the satisfaction of contributing to a healthier environment.
Tools for Identifying Pains & Gains
Identifying your customer's Pains & Gains isn't a guessing game. Several tools and techniques can help you uncover these insights:
Customer Interviews & Surveys: Directly asking your customers about their experiences, frustrations, and delights related to your product or service is a simple yet effective way to identify Pains & Gains.
Focus Groups: This research method allows for an in-depth understanding of customer's perspectives. Hearing customers discuss their experiences can reveal Pains & Gains you might not have considered.
Customer Journey Mapping: This tool visualizes the process a customer goes through to achieve their JTBD, helping you identify potential Pains & Gains at each step.
Social Media Listening: Monitoring social media conversations about your brand or industry can yield insights into common complaints (Pains) and praises (Gains).
Feedback Analysis: Regularly review feedback from support tickets, product reviews, or any other customer touchpoint. This feedback often directly highlights Pains & Gains.
Let’s consider our example of Green Clean. Through a customer survey, Green Clean discovers that many customers are frustrated by the lack of clear instructions on how to responsibly dispose of the product packaging (a Pain). On the other hand, they find that customers appreciate the fresh, natural scent of their products (a Gain).
Translating Pains & Gains into Action
Addressing the pains that prevent customers from achieving their goals while also providing the gains they desire requires a comprehensive approach. Empathize with your customers’ experiences and remove the barriers standing in their way while ensuring your solutions offer clear benefits.
Questions to consider:
What constraints block your customers from solving their problems?
What annoys your customers during their interaction with your product or service?
What could delight your customers and turn their experience into something positive?
How can you measure your customers' engagement with sustainability goals?
Statements for self-assessment
For a comprehensive evaluation of your understanding and application of the Pains and Gains concept, rate your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):
You have clearly identified constraints blocking your customer from solving their problem and feel comfortable addressing them.
You have clearly identified factors that annoy your customer during the job map and feel comfortable addressing them.
You have clearly identified factors that could delight your customer during the job map and feel comfortable addressing them.
You are able to measure the engagement of your customers with sustainability goals using adapted tools. (NEW)
Marketing Canvas Method - Customers - Pains and Gains
Interpretation of the scores
Negative scores (-1 to -3): A negative score suggests a disconnection in your understanding of the constraints or annoyances your customers face. This indicates a lack of insight into the barriers blocking their progress or the gains they seek, which may lead to ineffective solutions.
A score of zero (0): A neutral score reflects uncertainty or a basic awareness of your customers' pains and gains. While you may recognize that constraints and delights exist, you are not fully addressing them. More research is needed to develop a complete understanding.
Positive scores (+1 to +3): Positive scores indicate a clear and thorough understanding of your customers' constraints and delights. You are confident in identifying and addressing the key pain points and gains, and you have the tools in place to measure customer engagement, especially in areas like sustainability.
Case study: Green Clean’s pains and gains
Misaligned Understanding (-3, -2, -1): Green Clean fails to recognize the core constraints or frustrations their customers experience, such as concerns over the environmental impact of cleaning products. As a result, their services fall short of addressing the fundamental needs of their eco-conscious customers.
Surface Understanding (0): Green Clean has a partial understanding of customer pain points. While they acknowledge that customers want safer products, they do not fully grasp the extent of the annoyance or frustration customers feel about transparency in ingredients or sustainability claims. This limits their ability to fully delight their customers.
Deep Understanding (+1, +2, +3): Green Clean deeply understands both the constraints their customers face and the gains they seek. They recognize that their customers are concerned about using harmful chemicals and value transparency, eco-friendliness, and health. By addressing these constraints and providing clear benefits like peace of mind and environmental contribution, Green Clean fosters a loyal customer base aligned with their values.
Conclusion
Identifying and addressing the pains and gains of your customers is essential for delivering products and services that resonate with them on a deeper level. By focusing on removing the constraints that block progress and delivering meaningful delights, you can create long-lasting customer relationships and positive outcomes that extend beyond functional benefits.
Source
Value Proposition Canvas by Strategyzer, https://www.strategyzer.com/canvas/value-proposition-canvas
Outcome-Driven Innovation, Medium, https://jobs-to-be-done.com/outcome-driven-innovation-odi-is-jobs-to-be-done-theory-in-practice-2944c6ebc40e