Their world — add a scene free
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Traits
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Somewhere out there is the person your business exists for. Put them on one page: what they want, what gets in their way, what they’d actually say. Start typing — your work saves itself.
Most personas die in a slide deck. Built in a workshop, admired for a week, never opened again. The problem was never the idea. It was the format: too long to read, too vague to argue with, too far from the work.
A persona is a decision tool. One person, one honest quote, the goals that carry stakes — that settles half the debates in your next meeting. “Would Sam tap that button?” has an answer. “Would users like it?” does not.
So write the true things, not the flattering ones. If you haven’t talked to a customer lately, write what you know and mark the guesses — then go have five conversations and correct it. That’s the whole method, and it worked long before software existed.
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