Jobs-to-Be-Done: Sell the Progress, Not the Persona
Use Jobs-to-Be-Done thinking to identify the progress a buyer is trying to make.
The buyer's job is the reason change becomes worth the trouble. Persona Is Not Motivation A persona can tell you likely responsibilities, language, and stakeholders. It cannot tell you why this buyer is willing to spend political capital now. A VP Sales at a hiring-stage startup and a VP Sales after a board miss may share a title but not the same buying trigger. Find the Struggling Moment Jobs-to-Be-Done discovery starts with a moment of struggle: a new target, a failed process, a growing risk, a leadership change, a customer complaint, or a workaround that no longer scales. This moment…
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