Customer and user pain points. UX and product folks often use this way of framing their solutions, as if they relieve their purported pain.
I don't think that's the best way to make compelling products.
In my many years designing net-new products and speaking to potential users, I can confidently say most people aren't experiencing much pain at all, they describe things as being "just okay," that they're content to get by on because that's how they've always done it.
You know what I'm talking about. Things like: jumping between tools to get a job done or fumbling through a clunky ordering process to get those special pair of shoes - by any means necessary.
Long-term outcomes that we strive for like stickiness, loyalty, and retention - none of that lasts if we speak only in the language of pain and relief because they aren't actually experiencing pain.
We need to demonstrate to our users how their lives will change through the stakes we create or identify.
Time, growth, happiness, survival, etc - these things are as important to fold into the narrative of your solutions, as the solutions themselves.