I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business — if done right. Now that’s the trick.
Let’s take a page from the world of writing: no well developed characters, no story. “What,” you say???!!
Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.
For example — Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.
Unfortunately today, most of the biz story articles focus on structure. It’s rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.
The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually — they are important.
Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.
Make sure you read the article so you’ll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.
Crafting personas and developing characters requires excellent listening skills — not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the ‘listening’ tag in the filters tab above to get solid articles on how to do this.
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