“Headspace, for example, they're very focused on sleep, but if you say you're struggling with anxiety and stress, you're going to see very different content in app than if you click on sleep… they're probably going to be showing a different form of social proof, they're probably going to be talking about different content, they're probably going to be using different language.”

Branch onboarding content by stated JTBD — different testimonials, copy, examples

One quiz answer should fork the entire onboarding: testimonials, copy, illustrations, and example content all shift to match the chosen job. JTBD-based personas outperform demographic personas because they tell you exactly which social proof and copy to surface for each user — Headspace runs this playbook at scale.