Simply asking "what job is the customer trying to get done?" forces you to go beyond superficial demographic markers and to zero in on frustrations and desires that motivate purchase and use. I think that in everyday life, you can substitute “person” for “customer” and end at motivate.
Seductive simplicity hides a rich, robust set of opportunity identification tools: the five Cs of opportunity identification.
4. Compensating behaviors.
We all look at things through functional, emotional, and social lenses.