I share this experience with Patrick, who, when he starts work with a new client, starts by gathering information to create personas: "it could be user interviews, usage data, or whatever — because there has to be some baseline of the users" (he has a "lightweight personas approach ... [and a] personas template").Where the clie…

I have used both the jobs2Bdone (JTBD, #jobtodo) and persona methodologies in comms strategy development, so this is a useful distinction: "Jobs-to-be-done focus on user problems and needs, while well-executed personas... add behavioral and attitudinal details". Abandoning personas for JTBD means "missing the key behavioral consider…

Latest on the K4P Medium Publication

Every day the web is becoming more personal... ... brands ... need to understand more than theoretical profiles or carefully honed audience segments.... master the fundamentals of identity...  In this report you’ll learn:  - What it takes to create a persistent individualized identity that crosses platforms and screens  - How brands and agencie…

A communications strategy answers the question, “Why are we doing these activities?”... if you’ve been doing customer discovery and using the value proposition canvas, you know a lot about each customer/ beneficiary.