JIRA is a great tool in software development with its agile approach. You can thought customize it to whatever your needs are. Have you tried to:
1. Use JIRA as a tool for hiring new people?
2. Use JIRA as a tool for the sales process?
3. Use JIRA as an anti-procrastination tool?
4. Use JIRA as a teambuilding planning tool?
5. Use JIRA as a PR and press release tool?
6. Use JIRA for vacation planning?
7. Use JIRA for your economy, both business and private?
8. Use JIRA for the chores at home?
9. Use JIRA as a shopping list app?
10. Use JIRA tasks as fields in a board game?