Find the Job Behind the Persona
Use a Jobs to Be Done lens to describe customer progress instead of only customer attributes.
The move: describe the progress, not just the person. Persona vs. job A persona helps you know who is in the market. A job helps you know why they act. Product decisions need both, but Jobs to Be Done is especially useful when the same role behaves differently across situations. The mechanism A job statement makes the trigger and desired progress visible. It asks: When does the struggle appear? What progress is the customer seeking? What would a good outcome let them do? What alternatives do they use now? This exposes demand that feature lists often hide. Interview implication Ask…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in