Your revenue and Buyer Personas, Buyer Journeys, the Buying Process, and Buyer Scenario | Revenue Journal

Buyer Personas have become standard website design tools. Good. Creating them helps everyone in the company understand better who buyers are and what they want. Of course, the personas must be created by interviewing real customers, or they will not be accurate - which will defeat the whole purpose. Guessing or assuming is a big mistake. On top of that, Buyer Personas can also get in the way. I don't need some seller to tell me who I am or force me to "select myself" before I can access their product or service. If I walked into a store and was forced to answer questions about the "category" I fall into before I was allowed to shop, I would turn on a heel and leave.
via Your revenue and Buyer Personas, Buyer Journeys, the Buying Process, and Buyer Scenario | Revenue Journal. Personas, like positioning, are internal tools for helping our colleagues understand that we are not the buyers of our products. When based on research, they illuminate how to communicate. For more, read my article on Buyer and User Personas.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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