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Create the Value your Customers Want（创造客户想要的价值）
1. Customer Jobs（客户工作）
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
(描述一下你要完成的具体的用户群体，可能是他们试图去完成的工作，试图去解决的问题)
Whatfunctionaljobs are you helping your customer get done? (i.e. specific tasks)（*您在帮助客户完成哪些功能性工作？（即具体任务））
Whatsocialjobs are you helping your customer get done? (e.g. trying to look good, get power or status)（*你在帮助你的客户完成哪些社会工作？（例如，努力表现得漂亮，获得权力或地位）
Whatemotionaljobs are you helping your customer get done? (e.g. aesthetics, feel good, security, etc.（*你在帮助客户完成哪些情感工作？（例如美学、感觉良好、安全等）
Whatbasic needsare you helping your customer to satisfy (e.g. communication, sex, etc.)（*你在帮助你的客户满足哪些基本需求（例如沟通、性别等）
Besides trying to get a core job done, your customer performs ancillary jobs in different roles. Describe the jobs your customer is trying to get done as:（除了尝试完成核心工作外，您的客户还以不同的角色执行辅助工作。将客户试图完成的工作描述为：）
Buyer (e.g. trying to look good, gain power or status, etc.)（买手：例如，试图让自己看起来漂亮，获得权力或地位等）
Co-creator (e.g. aesthetics, feel good, security, etc.)（*共同创造者（例如美学、感觉良好、安全性等））
Transferrer (e.g. products and services to help customers dispose of a product, transfer it to others, refill or recharge, etc.)（*转让方（例如，帮助客户处理产品、将其转让给他人、重新加注或充值等的产品和服务））
Rank each job according to its significance to your customer. Is it crucial or trivial? For each job indicate how often it occurs. Outline which specific context a job is done in, because that may impose constraints or limitations (e.g. while driving, outside, etc.)（根据每项工作对客户的重要性进行排序。它是重要的还是微不足道的？对于每个作业，请指出它发生的频率。概述一项工作是在哪一个特定的环境中完成的，因为这可能会产生约束或限制（例如，在驾驶时、在外等））
2. Gains
Describe the benefits your customer expects, desires, or would be pleasantly surprised by. This includes functional utility, social gains, positive emotions, and cost savings.（描述您的客户期望、期望或会惊喜的好处。这包括功能效用、社会收益、积极情绪和成本节约。）
Which savings would make your customer happy? (e.g. in terms of time, money, effort…)（*哪种节省会让您的客户满意？（例如时间、金钱、努力……））
What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something…)（*你的客户期望什么样的结果，什么会超出他/她的期望？（例如质量水平，更多的东西，更少的东西…））
How do current solutions delight your customer? (e.g. specific features, performance, quality)（*当前的解决方案如何取悦您的客户？（例如特定特性、性能、质量））
What would make your customer's job or life easier? (e.g. flatter learning curve, more services, lower ownership cost…)（*什么能让客户的工作或生活更轻松？（例如，更平坦的学习曲线、更多的服务、更低的拥有成本…））
What positive social consequences does your customer desire? (e.g. makes them look good, increase in power, status…)（*你的客户希望得到什么样的积极社会影响？（例如，让他们看起来不错，增加力量，地位……））
What are customers looking for? (e.g. good design, guarantees, specific or more features…)（*顾客在寻找什么？（例如良好的设计、保证、特定或更多特性…））
What do customers dream about? (e.g. big achievements, big reliefs…)（*顾客的梦想是什么？（如大成就、大大信念……））
How does your customer measure success and failure? (e.g. performance, cost…)（*你的客户如何衡量成功与失败？（例如性能、成本…））
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance, design…)（*什么会增加采用解决方案的可能性？（例如降低成本、减少投资、降低风险、提高质量、性能、设计…））
Rank each gain according to its relevance to your customer. Is it substantial or insignificant? For each gain, indicate how often it occurs.（根据每项收益与客户的相关性进行排名。是实质性的还是无关紧要的？对于每一个增益，指出它发生的频率。）
3. Gain Creators
Describe how your products and services create customer gains. How do they create benefits your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?（描述您的产品和服务如何为客户创造收益。它们是如何创造客户期望、期望或惊讶的利益，包括功能效用、社会收益、积极情绪和成本节约？）
Do they…（他们）
Create savings that make your customer happy? (e.g. in terms of time, money, effort…)（*创造让客户满意的节约？（例如时间、金钱、努力……））
Produce outcomes your customer expects and that would go beyond their expectations? (e.g. quality level, more of something, less of something…)（*产生客户期望的结果，并且超出他们的期望？（例如质量水平，更多的东西，更少的东西…））
Copy or outperform current solutions that delight your customer? (e.g. specific features, performance, quality)（*复制或优于当前的解决方案以取悦客户？（例如特定特性、性能、质量））
Make your customer's job or life easier? (e.g. flatter learning curve, more services, lower ownership cost…)（*让客户的工作或生活更轻松？（例如，更平坦的学习曲线、更多的服务、更低的拥有成本…））
Create positive social consequences that your customer desires? (e.g. makes them look good, increase in power, status…)（*创造客户希望的积极的社会影响？（例如，让他们看起来不错，增加力量，地位……））
Do something that your customers looking for? (e.g. good design, guarantees, specific or more features…)（*做一些你的顾客想做的事？（例如良好的设计、保证、特定或更多特性…））
Fulfill something customers are dreaming about? (e.g. big achievements, big reliefs…)（*满足客户的梦想？（如大成就、大信仰……））
Produce positive outcomes matching your customer's success and failure criteria? (e.g. performance, cost…)（*产生符合客户成功和失败标准的积极结果？（例如性能、成本…））
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality, performance, design…)（*帮助让适应更容易？（例如降低成本、减少投资、降低风险、提高质量、性能、设计…））
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain creator, indicate how often it occurs.（根据产品和服务与客户的相关性，对每一项收益进行排名。是实质性的还是无关紧要的？对于每个增益创造者，指出它发生的频率。）
4. Pains（痛点）
Describe negative emotions, undesired costs and situations and risks that your customer experiences or could experience before, during, and after getting the job done.（描述客户在完成工作之前、期间和之后可能经历的负面情绪、不期望的成本、情况和风险。）
What does your customer find too costly? (e.g. takes a lot of time, costs too much money, requires substantial efforts…)（*你的客户觉得什么东西太贵了？（例如，花费大量时间、花费太多金钱、需要大量努力…））
What makes your customer feel bad? (e.g. frustrations, annoyances, things that give them a headache…)（*是什么让你的客户感觉不好？（例如，挫折、烦恼、让他们头疼的事情……））
How are current solutions underperforming for your customer? (e.g. lack of features, performance, malfunctions…)（*您的客户当前的解决方案表现如何？（例如，缺乏功能、性能、故障……））
What are the main difficulties and challenges your customer encounters? (e.g. understanding how things work, difficulties getting things done, resistance…)（*您的客户遇到的主要困难和挑战是什么？（例如，了解事情的工作原理、完成任务的困难、阻力……））
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, status…)（*您的客户会遇到或害怕哪些负面的社会后果？（例如，失去面子、权力、信任、地位……））
What risks does your customer fear? (e.g. financial, social, technical risks, or what could go wrong…)（*你的客户害怕什么风险？（例如，财务、社会、技术风险或可能出现的问题……）
What's keeping your customer awake at night? (e.g. big issues, concerns, worries…)（*是什么让你的顾客晚上睡不着觉？（例如重大问题、担忧、担忧……））
What common mistakes does your customer make? (e.g. usage mistakes…)（*您的客户会犯哪些常见错误？（例如使用错误…）
What barriers are keeping your customer from adopting solutions? (e.g. upfront investment cost, learning curve, resistance to change…)（*哪些障碍阻碍了您的客户采用解决方案？（例如，前期投资成本、学习曲线、变革阻力……）
Rank each pain according to the intensity it represents for your customer. Is it very intense or very light? For each, indicate how often it occurs.（根据客户的痛点程度对每种疼痛进行排序。是很强烈还是很轻？对于每种情况，指出发生的频率。）
5. Pain Relievers（止疼药）
Describe how your products and services alleviate customer pains. How to they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?（描述您的产品和服务如何减轻客户的痛苦。他们如何消除或减少负面情绪、不期望的成本和情况，以及在完成工作之前、期间和之后客户体验或可能经历的风险？）
Do they...
Produce savings? (e.g. time/money/effort…)（*节省开支？（例如时间/金钱/努力…））
Makes your customer feel better? (e.g. kills frustrations, annoyances, things that give them a headache…)（*让您的客户感觉更好？（例如，消除挫折、烦恼、让他们头疼的事情…））
Fix underperforming solutions? (e.g. new features, better performance, better quality…)（*修复表现不佳的解决方案？（例如，新功能、更好的性能、更好的质量…））
Put an end to difficulties and challenges your customer may encounter? (e.g. make things clearer, help them get things done, eliminate resistance…)（*结束客户可能遇到的困难和挑战？（例如，让事情更清楚，帮助他们完成任务，消除阻力…））
Wipe out negative social consequences that your customer encounters or fears? (e.g. loss of face, power, trust, status…)（*消除客户遇到或担心的负面社会后果？（例如，失去面子、权力、信任、地位……））
Eliminate risks that your customer fears? (e.g. financial, social, technical risks, or what could go wrong…)（*消除客户遇到或担心的负面社会后果？（例如，失去面子、权力、信任、地位……））
Help your customer sleep better at night? (e.g. by helping with big issues, alleviating concerns and worries…)（*帮助客户晚上睡得更好？（例如，通过帮助解决重大问题、缓解担忧和担忧……））
Limit or eradicate common mistakes that your customer makes? (e.g. usage mistakes…)（*还是消除客户的常见错误？（例如使用错误…））
Gets rid of barriers that are keeping your customer from adopting solutions? (e.g. lower or no upfront investment cost, flatter learning curve, less resistance to change…)（*消除阻碍客户采用解决方案的障碍？（例如，较低或无前期投资成本、更平坦的学习曲线、更少的变革阻力……））
Rank each pain your products and services address according to their intensity for your customer. Is it very intense or very light? For each pain reliever, indicate how often it occurs. （根据产品和服务对客户的影响程度，对每一个问题进行排名。是很强烈还是很轻？对于每种止痛药，指出它发生的频率。）
6. Products and Services（产品与服务）
List all the products and services your value proposition is built around.（列出你的价值主张所围绕的所有产品和服务。）
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help them satisfy their basic needs?（您提供哪些产品和服务来帮助客户完成功能性、社交性或情感性工作，或帮助他们满足基本需求？）
Which ancillary products and services help your customer perform the roles of:（哪些辅助产品和服务可帮助您的客户履行以下职责：）
Buyer(e.g. products and services that help customers compare offers, make decisions, buy, take delivery of a product or service…)（*买方（例如，帮助客户比较报价、决策、购买、接收产品或服务的产品和服务…））
Co-creator(e.g. products and services that help customers co-design solutions, or otherwise contribute value to the solution…)共同创造者（例如，帮助客户共同设计解决方案或以其他方式为解决方案贡献价值的产品和服务…）
Transferrer(e.g. products and services that help customers dispose of a product, transfer it to someone else, or resell…)（*转让方（例如，帮助客户处理产品、将其转让给其他人或转售的产品和服务…））
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?根据对客户的重要性对所有产品和服务进行排名。它们对您的客户来说是至关重要的还是无关紧要的？
