4The Persona Protocol
Better understand your target customers and their Jobs to Be Done by creating Lean Personas.
Look, it’s simple. Our typical Alberto is an external consultant. His online presence and reputation are important to him because he needs to sell his services to new clients. Patricia is full-time employed as an internal coach. She doesn’t need an online profile; she just needs an updated CV when she switches jobs.”
“Okay, but Alberto and Patricia are similar when it comes to scaling up their services. Our Albertos keep saying that they are overworked. They are asked to help too many teams. And our Patricias report the same thing: scaling up their coaching to more teams. Same problem.”
“True. An important difference between Alberto and Patricia may be measuring the effect of their jobs. They would both like evidence that coaching and consultancy work. But this seems more important for Alberto, as a short-term contractor, than for Patricia, as a permanent employee.”
And on and on it went. Our team was transitioning from the Formation stage (3) to the Validation stage (4) of the Shiftup Business Lifecycle. All legal and financial matters for the next half year were settled. The team had bought into my Product Vision and we were discussing our primary and secondary target audiences. We had defined them as Alberto, the External Consultant, and Patricia, the Internal ...
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