4. Get a copy of this photo to my grandmother who doesn’t use computers. 5. Make this look cool and interesting. Like me. And then share it. 6. Get this edited and into my portfolio so people consider hiring me for future engagements. In this case the products you could hire are Facebook, iPhoto, Instagram, Flickr, or maybe 500px. When you think about how many of these apps you use, you realize the job is the distinction here, not you. You haven’t changed. There is naturally an overlap between jobs, just as an employee does extra work in the hopes of a promotion. Focusing on the job rather than the persona helps highlight how features like red-eye reduction, multiple photo sizes, or filter effects are only useful for certain jobs. You may well be a talented photographer with more cameras than a Las Vegas casino. But when you hire Facebook, quality isn’t your concern. People are. Facebook photos are not about quality images. They do the job of instant sharing so friends can see and laugh at what’s happening. Facebook would benefit more from a speech bubble tool (to make embarrassment easier) than they would from exquisitely preserving photo quality and camera details. As Peter Drucker pointed out, the customer rarely buys what the business thinks it sells him. Sometimes the type of customer will define the job they need done. Sometimes the job itself is the only driving factor. It’s often hard to spot the difference. It reminds me a of W.B. Yeats poem. “O body swayed to music, O brightening glance, How can we know the dancer from the dance?” – “Among School Children” by W.B. Yeats 9