I don't much care for "personas" but I did enjoy filling in the blanks of the template at the end. And as subtle as it seems, I think there's a difference betw

I don't much care for "personas" but I did enjoy filling in the blanks of the template at the end. And as subtle as it seems, I think there's a difference between "why do people use your product?" and "why do people hire your product?". "Hiring" seems to imply selection from multiple candidates, payment for (and an ongoing involvement with) the product etc.