Ash's grade

Monte provided no answer at all, so there's nothing correct to credit. The jobs-to-be-done (JTBD) framework differs from persona-based development by focusing on the functional, social, and emotional 'job' a customer is trying to accomplish rather than on demographic or psychographic profiles of users. Personas ask 'who is the user?' while JTBD asks 'what progress is the user trying to make in a given situation?'—a shift from identity to causality. Proponents argue this produces better decisions because it reveals the true competition (e.g., a milkshake competes with a banana for a commuter's boredom, not just other milkshakes), avoids the trap of building features for a fictional archetype, and surfaces unmet needs that cut across demographic segments, leading to innovations that actually align with why people hire a product.