First you break down the pain points that your customer is feeling or has habituated away. Each pain is a “why”—it gives your product a reason to exist. The painkiller is the “how”—these are the features that will solve the customer’s problem. The “I want it” column explains the emotions that your customers are feeling. The “I need it” column covers the rational reasons to buy this product. The whole product narrative should be in there—every pain, every painkiller, every rational and emotional impulse, every insight about your customer.
