Define the jobs. What are the tasks that they need to complete? What are the problems that they are trying to solve? What are their needs?
Now describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
Now describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings. Your product: What feature in your product will relieve the pain?