Message the Job, Not the Persona Costume

Personas describe the buyer; Jobs-to-Be-Done explains the buying motion. Why JTBD works Jobs-to-Be-Done asks what progress a customer is trying to make in a specific circumstance. In B2B, the job usually has functional, social, and emotional layers: reduce cycle time, look credible to the CFO, and avoid being blamed for a failed rollout. That is more actionable than a demographic sketch because it points to the moment of struggle. The mechanism is causal. Buyers do not change because a marketer names their title accurately; they change when the pain of the current workaround exceeds the risk of adopting something new.…

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