One of the highest leverage things a company can do is to work cross-department to establish meaningful personas/narratives/JTBD/whatever-you-call-it.
If it is so high leverage, why do so few companies actually follow through? ... (1/n)
If it is so high leverage, why do so few companies actually follow through? ... (1/n)
Utility. What is meaningful for day-to-day action for product development is often "too complex" to be meaningful for marketing and sales. Similarly, what helps marketing do their thing, is often not actionable for PD. (2/n)
Marketing will do just fine with a 1-3 "personas" and a rough sense of a journey map. They also focus on marketing "the gap". Meanwhile, product/design need to deal with all the subtleties and the present. The reality.
So what looks good on the surface (common artifacts)(3/n)
So what looks good on the surface (common artifacts)(3/n)
Is hard to pull off in reality. So what's the fix?
The fix is to think about a core of research and "views" into that data that are applicable for different teams. Don't let the research suffer, but acknowledge that different teams need different slices of the data.
IMHO..(4/n)
The fix is to think about a core of research and "views" into that data that are applicable for different teams. Don't let the research suffer, but acknowledge that different teams need different slices of the data.
IMHO..(4/n)
It is very dangerous for product marketing to figure this out in a vacuum. And very dangerous for product/design to figure it out in a vacuum. It needs to be a consolidated effort with an eye towards reusability and adaptability. (5/end)
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