[[Jobs-to-be-done]] focuses on user problems and desired outcomes rather than features. [[Personas]] include much of the same information, and also add insights towards motivation and behavior. Some people are calling to abandon personas, stating that JTBD is more useful. This is a misunderstanding of the purpose of personas: that personas is primarily about user demographics. But personas are key to understanding behavioral considerations. Many personas focus too much on marketing segments than behavioral characteristics, goals and objectives. Personas help with prioritizing among different types of users Personas and jobs-to-be-done are compatible - When starting form JTBD, each persona can reference existing JTBD that apply to that particular persona. - When starting from personas, instead of simply listing the persona's goals, format this information as JTBD and ask what the user is trying to accomplish. - What are the key success considerations—functional and emotional—for the jobs? ## References [[Page Laubheimer]]. “Personas vs. Jobs-To-Be-Done.” *Nielsen Norman Group*, 6 Aug. 2017, [www.nngroup.com/articles/personas-jobs-be-done/](http://www.nngroup.com/articles/personas-jobs-be-done/). Accessed 14 Apr. 2020.