David Simanoff

& Just Like That

Fire up your word processor. Open a blank document. Press Shift-7. Do you see a little squiggly symbol that looks like a squashed g-clef? That’s called the ampersand, and it means “and.” An ampersand is a lot like a tuxedo. It’s quite fancy. In some places, it’s a requirement. But you wouldn’t wear a tuxedo …

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Persona Best

I recently wrote this brief introduction to personas for a freshman-level Introduction to Business class. A buyer persona (sometimes called a customer persona) is a description of an imaginary person that represents a target customer or user. A well-written persona typically will include: B2B personas typically also include: Each persona should have a name. Be …

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