How is your product’s “job to be done” tied to your customer’s personal identity?

Your customer wants your product to reflect what they believe about the world.
You have to understand a customer’s personal identity in order to understand the job they’re hiring your product to do.
By researching the job your product does, you’ll better understand the identity of your customer.
By researching your customer’s personal identity, you’ll uncover the job they’re trying to get done.