What are you offering to help your customer achieve their desired outcome or solve their problems?
How do your products/ services provide benefits that delight your customers?
How do your products/ services alleviate the frustrations and obstacles your customer faces?
What do customers want to achieve or gain? What positive results would delight them?
What frustrates user when trying to get the job done? What are they trying to avoid?
What is the customer trying to accomplish? or what goal are they trying to achieve?