icp-research

Builds rigorous, evidence-based personas using Jobs-to-be-Done. Writes to knowledge/icp/personas.md directly so the rest of the OS uses the updated context.

Where this method comes from

The struggling moment, the hiring and firing triggers, and the Four Forces are Clayton Christensen and Bob Moesta's Jobs to be Done, developed in Competing Against Luck (2016) and Moesta's switch-interview work. The unit of analysis is the moment of change, not the demographic: people do not buy because of who they are, they buy because something happened.

The Four Forces are push of the situation, pull of the new solution, anxiety about the new, and habit of the present. A segment where push and pull are strong but anxiety and habit are stronger is a segment that will not switch, however well it matches on firmographics.

Demographics and firmographics are context. The job the customer is hiring you for is the insight.