Frame a customer need as a job-to-be-done rather than as a demographic or feature request.
A persona names the buyer; a job explains the purchase. The job shape A strong job statement has three parts: the situation that triggers demand, the progress the buyer wants, and the outcome that makes progress worth paying for. It is specific enough to guide a sales conversation but broad enough to include alternatives. Why it changes the sale Feature-led selling assumes the buyer already agrees with your category. Job-led selling starts one step earlier: what is the buyer trying to get done, and what are they using today? This reveals hidden competitors and better proof. If the job is…
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