Are you a fan of Jobs to be Done? Did you just mention it briefly?

[nishat@264]

Yes, that’s right. We use a couple of things to be honest as a company. We’ve tried personas. We’ve tried bio profiles which are more demographic and more market-oriented. We’ve also used Jobs to be Done. I think depending on the practical use, it’s very useful for different reasons. For the marketing team, for example, Jobs to be Done is not very useful, nor is it for the sales team, who don’t really know who to talk to.

Ai Ching:

But if we go a little bit more segmented, I tell my georgia cell phone number list team that these are like two sides of the same coin. And when we match those demographics with the jobs that need to be filled, we get a more complete picture. But typically the team has a brief understanding that these are two separate groups. But we're not a company that absolutely has to use the Jobs to be Done framework.

Jeroen:

Yeah, I like what you said in that when people present tasks to be done, it's often a replacement for buyer personas. But I also think it's not necessarily a replacement. It's more of a complement. Just because you don't understand the demographics of your target audience and you don't have personas that represent their general or ideal appearance, doesn't mean you can't also, on the other side, look at the perspective of the progress that we're helping people make. What are the progress that they want to make and what are the forces that are driving them to do that, etc.