© Michael Nir 2018
Michael NirThe Pragmatist's Guide to Corporate Lean Strategyhttps://doi.org/10.1007/978-1-4842-3537-9_2

2. Start with the Customer in Mind

A Persona Goes a Long Way
Michael Nir1 
Brookline, Massachusetts, USA

Jake stops at his favorite Starbucks off the Temple Place Tube station to pick up a latte, no milk, on his way to office. He works at the corporate headquarters of a large global financial institution in the city of London. Today is a big day for him because they are finally rolling out a private home loan product that has been 18 months in the making.

Jake is the business analyst, which means he was responsible for gathering the business and user requirements for the product. He spent three months creating the business requirement ...

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