The Ecommerce Influence Podcast: Advanced Acquisition And Retention Strategies For Fast-growing Online Brands

If Steve Jobs' favorite book was written by the thought leader for this way of thinking, then you may want to eliminate your buyer persona and replace it with the jobs to be done framework. In an our efforts to provide more insight into creating buyer personas for ecommerce websites, we stumbled on to an interesting couple of posts that argue that buyer personas may no longer be relevant to your business and that the jobs to be done framework (aka JTBD) might suit you better. According to one of the most prominent "jobs to be done framework" thought leaders, Clay Christensen (author of one of Steve Jobs' top books), the framework is: "a tool for evaluating the circumstances that arise in customers’ lives. Customers rarely make buying decisions around what the “average” customer in their category may do — but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies