JTBD — What
CORE JOB
Compile board-ready metrics
Stable across roles and company sizes
DECISIONS
What to build, prioritize, kill
Features must advance the job
OUTPUT
Roadmap + positioning
Job statement is the anchor
Personas — Who
CONTEXT
Role, company size, anxiety
Changes as roles and markets evolve
DECISIONS
How to position and reach them
Channel, language, anxieties
OUTPUT
Messaging + targeting
Persona tells you how to serve it