Write the Job, Not the Persona

Principle: The job is the unit of progress. The Move Use this scaffold: When I am in [situation], I want to [motivation], so I can [outcome]. Keep the wording anchored in a real moment rather than a market segment. Why It Works Demographics explain correlation. Jobs explain causality. Causality is what design teams need when they choose what to build, what to ignore, and what to test. Design-Thinking Fit Empathize collects stories. Define converts those stories into a point of view. Ideate stays open because the job does not smuggle in the solution.

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