Jason Fried from 37signals argues against the use of Personas.

Personas don’t talk back. Personas can’t answer questions. Personas don’t have opinions. Personas can’t tell you when something just doesn’t feel right.

This is a pretty sketchy definition of what personas are supposed to do as a tool: The foremost reason for personas is to have people from all departments think about their product from a customer perspective and with a mindset that can be shared. Personas are not meant to “talk back” – they are meant to align imagination and create labels for »common thinking«.

It makes a difference if people talk their ideas pretending to be someone else or not. Personas drive positive groupthinking. It also forces to anticipate users. It also makes deriving marketing stories from that easier.

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