A gain creator in a value proposition refers to the features of a product or service that generate benefits or positive outcomes for customers, exceeding their initial expectations or desires. These are the aspects that enhance customer experiences by providing additional value, such as improved efficiency, cost savings, or enhanced enjoyment. Gain creators are designed to make a product more attractive by addressing specific customer aspirations and delivering added value beyond solving existing problems. Gain creators correlate with [[pain reliever|painkillers]] and product features in that while painkillers focus on alleviating customer pains and resolving issues, gain creators focus on delivering unexpected benefits; both are crucial components of a comprehensive value proposition that ensures a product not only meets basic needs but also delights and exceeds expectations through its features.