Personas are approachable, emotionally readable and help teams to condense and easily reference insights about what different customer groups do and why. Unfortunately, many traditional marketing and design personas that you encounter in organizations today are fundamentally flawed.
Demographics, aspirations and life goals do not determine why a person chooses a product. It's not who the customer is, but in what situation they are in that determines what they will want or need. Once customers realize that something is not good enough – that progress is possible or necessary – they act. They often override their stated preferences and attitudes.
Traditional personas fail to explain the causal behavior between context and the different life events, emotions and circumstances that shape the customer's journey towards a "new me". Even "good personas" that do not include irrelevant data usually don't tell a story of change that can be easily understood by every team member. They simply list a multitude of behaviors a customer group exhibits, without explaining in which situation each behavior makes sense and which behaviors are relevant for the product. Ambiguous personas can mislead your team and promote clichés.
The Jobs to be Done lens helps you to focus your persona on what causes behavior and discard everything else. In this presentation, you will learn how to frame your personas correctly, allowing you to communicate what matters to your team, reduce ambiguity and enhance the narrative advantages that made personas strong in the first place.