Resources > Podcasts

Using Personas to Build What Customers Need (not what they asked for)

Pragmatic Live Chat

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, hosts Sandy Orlando, the senior VP of product management at CDK Global, an automotive retailing software company. Sandy explains that her objective with NIHITO visits is to listen to the customer rather than to talk to the customer, and to test a hypothesis without trying to inform it. She said that while building personas people try to prescribe a conclusion and then prove it rather than exploring.

When done well, personas can lead a product team to create solutions that lead customers to desired outcomes. At times, she said she’s received feedback from customers that she didn’t deliver one single thing the customer asked for but instead delivered exactly what they needed.

Author

Other Resources in this Series

Most Recent

Pragmatic Live Podcast
Podcast

Make Sure Your Product Management Strategy is Data-Driven for 2024: Insights from Mike Smart

“Data is the key to your success in this. Getting data about how your product is being used, getting data about the market and or customers or potential customers validation points on that data is...
Pragmatic Live Podcast
Podcast

Unlocking Success through Strategic Partnerships with EdTech Leader, Josey Borman

“As a product leader, you want to be able to come to the table with information that will get you heard. Sometimes it’s less storytelling, more data, and really knowing your audience and knowing who...

OTHER PodcastS

Pragmatic Live Podcast
Podcast

Make Sure Your Product Management Strategy is Data-Driven for 2024: Insights from Mike Smart

“Data is the key to your success in this. Getting data about how your product is being used, getting data about the market and or customers or potential customers validation points on that data is...
Pragmatic Live Podcast
Podcast

Unlocking Success through Strategic Partnerships with EdTech Leader, Josey Borman

“As a product leader, you want to be able to come to the table with information that will get you heard. Sometimes it’s less storytelling, more data, and really knowing your audience and knowing who...

Sign up to stay up to date on the latest industry best practices.

Sign up to received invites to upcoming webinars, updates on our recent podcast episodes and the latest on industry best practices.

Subscribe

Subscribe

Training on Your Schedule

Fill out the form today and our sales team will help you schedule your private Pragmatic training today.