Great article. I really like the emphasis on shifting the focus away from a persona and more on the situation and/or task. I’ve recently been doing a great deal of work documenting the functional path of roles over personas for this very purpose; that is, take the human element out of it until you understand what it is you’re trying to accomplish. In any business, you first need to understand what it is you’re trying to accomplish, along with the necessary actions/steps to get there and why. Equally important, and something so many people miss, is the need to understand the connections to any action as well. Once you navigate through this process, personas can be layered in for design purposes, but not for solution resolution.