We’ve developed a few of our own frameworks over the years based on
jobs-to-be-done. It’s an approach that runs counterintuitive to classic,
persona-based marketing, and does so purposefully. Focusing on customer
attributes really means focusing on what you want to sell, rather than what your
Tell a compelling story. A story that resonates with your target audience.
Something that speaks directly to the pain they are experiencing and/or
describes a future state they want to be in.
You should aim for the right balance of cleverness, clarity, and cheekiness.
That balance all depends...more