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Both approaches have value in certain contexts, not just in product development. Customer personas has more value in marketing and Jobs To Be Done has more value in product development, but both approaches are useful in both functions and beyond. Here's the talk that inspired my recent thoughts. https://blog.intercom.io/jobs-to-be-done-doubter-beli…
 
Mental Modeling was discussed in Smarter Faster Better by Charles Dugg http://citgrd.co/1THS4lF A mental model is an explanation of someone's thought process about how something works in the real world. It is a representation of the surrounding world, the relationships between its various parts and a person's intuitive perception about his or her o…
 
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