When we understand better what problem our customer wants solved, what drives and motivates this, and why they want it solved, we are better able to provide a corresponding solution and value is created.
In uncovering the fundamental motivation of our customer Jobs-to-be-done:
We observe what our customers do (Don't always listen to your customer),
We interview them (What do you ask),
We ask "why?" 5x times ,
What is the problem you want to solve? Why do you do what you do?
But how do I know that I have arrived at the elemental motivation? Consider the Elements of Value Pyramid.
Source: Bain & Company Inc, HBR.