Once upon a time, not so long ago, designers and marketeers held the idea of Personas key to product definition, development and marketing. That is quietly, steadily fading away. What’s replacing it? Harvard Professor and author of Disruptive Innovation, Clayton Christensen—talks of the jobs-to-be-done (JTBD). JTBD shares a lot of common ground with Design Thinking—both are ways of framing and reframing problem from a people perspective. 

Here are few links to help you make sense of JTBD and apply it to create products with razor sharp relevance. 

Start with a shorter-than-5-min introduction to JTBD by Christensen [video].