The decision between personas and jobs to be done (JTBD) can vary based on project needs and team goals.

In projects involving a diverse team, personas can be beneficial. They provide a relatable depiction of the user, helping align differing views towards one common goal.

In contrast, for teams focused on product development or innovation, jobs to be done might be more valuable. JTBD aids in identifying customers' unmet needs and problems, potentially inspiring new product ideas or enhancements to existing ones.

Ultimately, whether to use personas or jobs to be done will depend on the project's unique requirements and the team's objectives.