Create strong customer persona/archetypes
- Updated on 30 Jan 2020
A company doesn't buy -- individuals do
It is important to know and understand the individuals who are making or influencing the purchasing decisions for your solution. Companies don't buy solutions -- individuals who work in the companies do. To get to "know" our potential customers better, we create "personas" or fictitious archetypes of of the typical people who buy or influence the buying decision for our product/service. (Personas help us dig down into the Customer Segment block of the business model canvas.)
A "persona" description is usually a one page document that allows you to capture the archetype of a typical individual you might run into while trying to sell your offering. There are many templates but the simplest version captures 4 key elements:
- A picture representing the persona (so you can put a face to the name and remember it is a person)
- **A name **for the persona (we usual use alliterations to help more easily remember the name eg. IT Ian, CFO Susan, CMO Martie, etc.)
- The main motivation for this persona (What is the one thing above all others that this person cares about? )
- The jobs-to-be-done (could be the actual role in the company like "keep the books", but could also be something less tangible like "keep the harmony")
Every business needs to understand and prioritize multiple persona needs
You can and should create multiple personas to represent the spectrum of customers throughout your user journeys and multiple touch points. And you can arrange them on concentric circles with less important personas being positioned further away from the center in the circle of influence. We call this the persona map.
Create a persona map to understand the importance of the different individuals at play in your customer segment.