The Practical Innovator's Guide to Customer-Centric Growth

The Practical Innovator's Guide to Customer-Centric Growth

Share this post

The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
Have you tried tagging prospects to a Jobs-to-be-Done persona?

Have you tried tagging prospects to a Jobs-to-be-Done persona?

Here's what I'm thinking, let me know if you agree

Mike Boysen's avatar
Mike Boysen
Sep 30, 2022
∙ Paid
4

Share this post

The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
Have you tried tagging prospects to a Jobs-to-be-Done persona?
Share

Tagging prospects to a segment is simple, right? You just click on a field and select “Middle-aged Mike, or Happy Housewife.” Automating it with data enriched in a CDP is even simpler because we know that Jane is likely married and obviously, she is home taking care of things. 🤣🤣🤣 This is generally how marketing segmentation looks - I’m serious - because marketers need to use cheap, easy, and available pathways to groups of people that have common attributes.

But they also make it so hard on themselves. The machinations that teams go through to come up with these segments is comical to watch. They are never a logical disaggregation of the market participants. Finding mutually exclusive attributes for a single persona is a frustrating exercise, and even more frustrating to consume and use effectively.

Practical Jobs-to-be-Done is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

In fact, they are useless…which is why…

Keep reading with a 7-day free trial

Subscribe to The Practical Innovator's Guide to Customer-Centric Growth to keep reading this post and get 7 days of free access to the full post archives.

Already a paid subscriber? Sign in
© 2025 Michael A. Boysen
Publisher Privacy ∙ Publisher Terms
Substack
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share