Koi fish of different sizes and colors swimming in dark water

fear of empathy

“how does that make you feel?”

developing valid personas

Well-crafted personas are actually behavioral audience segments with names and faces attached (demographics attached). Behavioral audience segments are differentiated based on the way people tend to reason their way toward a specific purpose, like “lose weight,” “decide which/whether college… Read More

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the squabble over personas

Why are your organization’s personas so hard to use? It might be because they are marketing personas, based on the way customers buy what you produce. And the marketing department is afraid you’ll want to change them. You… Read More