At Intercom, the company is constantly re-evaluating its process for building great products that people find valuable and useful. They emphasize research, hiring experts with direct experience and ensuring everyone on the product team talks directly to customers. Initially, they used personas but found them limited in driving breakthrough ideas or fresh thinking about a problem. Instead, they applied the Jobs-to-be-Done (JTBD) framework, which focuses on motivations and outcomes rather than attributes. They moved away from personas and towards Job Stories, a concise format that captures situations, motivations, and outcomes, ensuring research-driven design teams understand their problems well enough to capture them in an actionable summary. This approach has proven valuable for building products that meet customer needs and drives focus throughout projects.