Jillian describes Blue Ribbon Sports as the company that later became known as Nike. Jillian introduces herself as a Senior Product Researcher at Intercom. Jillian says personas appeared in journey maps alongside presentations of behavioural analysis. Jillian introduces Jobs to Be Done as a research methodology. Jillian says Clayton Christensen of Harvard Business School became a major advocate of the Jobs to Be Done technique. Jillian explains that a persona can include an image, a fictional name and facts about the person's goals, needs and technology level.