This is rooted in the "Jobs To Be Done" concept:
The Jobs-to-be-Done (JTBD) framework is a customer-centric mindset that states people do not just buy products; they "hire" them to make progress and solve specific problems in their lives. (credit to Clayton Christensen)
Framing JTBD for product types:
- Problem -- Solve
- Pain Point -- Relieve
- Promise -- Attract