Understanding the Jobs to Be Done (the milkshake story)
Clayton Christensen · YouTube
FreeBeginner
Christensen's milkshake story is the clearest few minutes anywhere on why grouping customers by what they demographically look like can completely miss what's actually the same about their behaviour. Two people who look nothing alike can be 'hiring' your product for the identical job, which is precisely the pattern-over-demographics point in your short answer. Short enough to watch once and never forget.
Customers who look completely different on paper can be hiring your product for the same underlying job.
Improving features that customers explicitly ask for doesn't help if it doesn't serve the actual job to be done.
Group customers by the job and behaviour they share, not by surface level demographics.
