Jobs describe the things your customers are trying to get done at work or in their life.
The customer job 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.

When your customers try to perform or complete a specific task or solve a specific problem.

When your customers want to look good or gain power or status. These jobs describe how customers want to be perceived by others.

When your customers seek a specific emotional state, such as feeling good or secure, for example, seeking peace of mind regarding their investments as consumers or achieving job security at their workplace.

Pains describe anything that annoys your customs before, during, and after trying to get a job done or simply prevents them from getting a job done. Pains also describe risks, that is, potential bad outcomes, related to getting a job done badly or not at all.

1. Undesired outcomes, problems, and characteristics
Pains are functional (e.g., a solution doesn’t work, doesn’t work well, or has negative side effects), social (“I look bad doing this”), emotional (“I feel bad every time I do this”), or ancillary (“It’s annoying to go to the store for this”). This may also involve undesired characteristics customers don’t like (e.g., “Running at the gym is boring,” or “This design is ugly”).

These are things that prevent customers from even getting started with a job or that slow them down (e.g., “I lack the time to get this job done accurately,” or “I can’t afford any of the existing solutions”).

3. Risks (undesired potential outcomes)

What could go wrong and have important negative consequences (e.g., “I might lose credibility when using this type of solution,”.

Gains describe the outcomes and benefits your customers want. Some gains are required,
expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings.

Gains without which a solution wouldn’t work. 

These are relatively basic gains that we expect from a solution, even if it could work without them. 

Gains that go beyond what we expect from a solution but would love to have if we could. These are usually gains that customers would come up with if you asked them. 

These are gains that go beyond customer expectations and desires. They wouldn’t even comeup with them if you asked them. Before Apple brought touch screens and the App Store to the mainstream, nobody really thought of them as part of a phone.