The concept of personas in software development and design is centered around creating a shared vision of a target user to inform decision-making. A persona should have a clear design implication, be a shared creation involving the client or end recipient, and effectively capture the variance in meaningful attributes of users. However, personas can become meaningless if there are no key differentiators between all users, insufficient research is done, or they're used as a tool for the job that doesn't fit their purpose. In some cases, focusing on the job rather than the customer may be more effective, especially when the product serves a specific task or function that attracts users with varying needs and backgrounds. By shifting the focus to the job, businesses can expose real competitors, identify opportunities, and create products that cater to those needs.