While I’ve been writing about Personas recently, Val Workman (on Twitter as @ValWorkman) of the Grandview of Ryma Technology, did what every blog desires…and fears. He asked me a question. Uh oh. Now I have to be smart, not just write smart.
Val asked me for a strong, working definition of personas. A definition that is memorable, yet easy to articulate. The example offered was “market segment = the intersection of User and Product in a matrix.” If you are in product management, this is a definition that: 1) makes sense; 2) easy to share; and 3) even easier to remember.
Personas are not as easy to offer this simplistic of a definition. Why? First, personas are about real people, not simply demographics on a chart or in a spreadsheet. Also, personas encapsulate the goals, attitudes and behaviors of these real people. They are not about the outward characteristics, but the internal motivators that are often unshared with others, unless “coerced” out by experienced product management and product marketing professionals.
The textbook definition of a persona is “A model or a representation, featuring goals, attitudes and behaviors of a user and/or buyer that remains conspicuous in the minds of those who design, build, and market products.” Gee, looking at this, it is a mouthful. Now I understand why an easier definition is needed.
I’m going to offer my attempt at a working, clear, simplistic definition of a persona.
Personas = the reasons why your target market needs to have their problem solved.
Why do I say this? First, the word reason encompasses the goals, attitudes and behaviors; but, also considers the influences and unspoken preferences. And, “target market?” This is the group to which you have found have the problem your product is serving. Finally, why “their problem solved?” That’s easy. If they are not willing to solve their problem, your target market is at the center of your focus of activities.
From the outside looking in, this may seem like an overly simplistic definition. But, take a minute to think about it. Really think about it. If this doesn’t work for you, what would you suggest?
Filed under: Product Management, Product Marketing | Tagged: Buyers, Communication, Market, Personas, Product Management, Product Marketing, Value
[...] This post was mentioned on Twitter by Val Workman and Val Workman, jidoctor. jidoctor said: @ValWorkman I offer my version of a "new" persona def. check it out & let me know how it works: http://bit.ly/3pKlwB #prodmgmt #prodmktg [...]
Thanks for this post.
I have found that in trying to implement various methods and “Best-Practices”, the definition of a market concept (or Segment) to be, “a product and its user” tvery useful.
I’m excited to expand this implementation to define the persona as user drivers. Which implies taking a market concept, (product and unique user) and considering the user motivations or drivers when determining the market opportunity of a problem statement or objective of a product initiative.
[...] with personas, Jennifer Doctor, Principal at Marketing Consortium shared the following in her post A New Definition of Personas to Think About. “Personas are about real people, not simply demographics on a chart or in a spreadsheet. [...]