Products should match problems, not people.
Instead of focusing on the people, focus on the problem they’re dealing with.
Personas and user stories can be useful, but they rely on too many assumptions.
The job story format is:
‘When (situation) I want to (motivation) so I can (outcome)’.
Focusing on the job makes you more aware of the context your solutions exist in. This lets you design a better solution for the way it will be used.
You sell drills.
A drill is useful for putting holes in the wall.
Most people use drills to hang pictures.
Hanging pictures means a more beautiful home.
If the job is making a home more beautiful then maybe the next feature should be a gorgeous power docking station, not a more powerful motor like all your competitors are focusing on.