JTBD Core
Persona vs. Situation
The choice between designing for who the user is (persona) versus what the user is trying to do (situation).
Personas group users by demographics, roles, or attitudes. Situations group users by the job they're trying to get done, the context they're in, and the constraints they face. Personas don't predict behavior—two VPs of Marketing can hire completely different tools for completely different jobs. Situations do predict behavior—two people in the same situation (stressed, deadline-driven, presenting to the board) will hire similar solutions regardless of their titles. JTBDUX designs for situations, not personas.