People hire products to get a job done.
Customers don't want your product. They want progress in their lives, and your product is one way to get there.
When [situation], I want to [motivation], so I can [expected outcome].
The Job Statement
What needs to happen?
Functional
e.g. Calls reach me wherever I am.
How do they want to feel?
Emotional
e.g. Calm. Not worried about missed sales.
How do they want to be seen?
Social
e.g. Like a real, reachable business.
Source: Intercom ↗
Nail the job. Features follow.