Think of it like this: If you want to help someone, you don’t start by guessing their age, job, or hobbies. You start by asking, “What are they struggling with?”
For example:
A busy parent and a student might both buy the same microwave meal. Their ages and jobs are different, but their needs is the same: “I need to have a quick meal”.
A fast-food chain realised people bought milkshakes not because they loved milkshakes, but because they needed something easy to eat during a long drive. So they made the milkshakes thicker and added a grab-and-go straw. Sales went up!
If you assume only “young people” want tech gadgets, you might miss a 60-year-old who needs a simple smartphone to video-call grandkids. The needs (staying connected) matters more than age.
Trends change, but basic human needs don’t. Cars used to be about status; now they’re about getting somewhere without polluting. The “job” evolves, but the focus on solving problems keeps your business relevant.
The ‘job’ of listening to music evovles.
Sure, personas are still useful — after you know the needs(job). Think of it like this:
At the heart of every great product or service is a simple truth: People don’t buy things because of who they are, but because of what they need to solve their immediate problem.
Instead of asking, ‘Who is my customer?’ start with, ‘What problem are they trying to solve?’ Build solutions that address real needs first — then worry about who’s buying them. That way, you’ll create things people actually want.
If you are keen to explore this deeper approach, that’s what Jobs-to-be-Done is all about.
