STORIES NEED CHARACTERSWHY YOU NEED A CUSTOMER AVATAR

cc: The Plastic President - https://www.flickr.com/photos/51353457@N02

You're building a

new feature but not sure if it will gain

traction...

cc: MDMA. - https://www.flickr.com/photos/46856546@N02

You ask: Does it resonate?

• Maybe only you can appreciate it?

• Maybe it doesn't make sense to anyone outside your team?

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You may or may not know the job-to-be done. Regardless, it's not

enough.cc: Greg Marshall - https://www.flickr.com/photos/86874036@N00

You may know that...

• You have a better web design solution

• Your service is superior over the popular solution

• Your customers are business owners

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That knowledge isn't enough.

You can't talk to a faceless, blank wall.

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You need to look at a specific face

The Lessoncc: garryknight - https://www.flickr.com/photos/8176740@N05

Imagine...• Star Wars without Luke

Skywalker • Harry Potter without Harry • Lord of The Rings without

Frodo

cc: DanieleCivello - https://www.flickr.com/photos/74302553@N00

How do you build...

• An ad • A social media post • A blog article • A product feature • A service or gig

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You need to have your finger on the pulse of your

audience.

cc: quinn.anya - https://www.flickr.com/photos/53326337@N00

The only way to do this is to simulate a real

conversation.cc: mark sebastian - https://www.flickr.com/photos/71865026@N00

Humans are pre-disposed to talk to someone

specific.

cc: Novowyr (Slow) - https://www.flickr.com/photos/62602097@N00

You need real a real person in

mind.cc: pengrin™ - https://www.flickr.com/photos/73072573@N00

Imagine watching a movie without any character.

You're building a product for a person who feels a

certain pain, but don't know who they are

cc: ArmandoH2O - https://www.flickr.com/photos/63898525@N07

Building a product without a specific consumer in mind is

like watching Harry Potter with a faceless Harry.

cc: Naíra Dias - https://www.flickr.com/photos/9391056@N08

You just can't appreciate it.

It won't allow you to build a product that deals with a

customer in a humane way.

cc: onesecbeforethedub - https://www.flickr.com/photos/38533398@N07

Without building for a persona, you're just

completing a project.cc: eioua - https://www.flickr.com/photos/19185494@N00

Don't think in terms of merely completing

projects.

The next time you build a feature or

write a blog post, do it for one person.

cc: titoalfredo - https://www.flickr.com/photos/22963627@N05