Agreed and I recently mentioned it elsewhere: https://news.ycombinator.com/item?id=30318531
> For example the same person may want a luxury meal in one situation and a hotdog in another
Sure - but would it be wrong to say the same person may have different Personas depending on the context?
> In many places it's just hand-wavy
Do you feel there can/should be a better way to discover customers?
Persona is Persona, Job is a Job (as in JTBD).
Products are answering Jobs, and the same Persona/Consumer may have multiple Jobs, depending on the context.
Consumer->Job->Product
Consumer->Product
So that strongly aligns with your Consumer->Job->Product
Here, you mention: https://news.ycombinator.com/item?id=30319105
> "The Lean Startup" book by Eric Ries is already 10-11 y/o, so it's not up-to-date and with lots of gaps.
Can you mention just a few of the gaps?
Interested to hear your thoughts.