The Business of Business

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 […]

I’m not a big fan of the term “best practices.” The basic concept behind a best practice is admirable: Learn what works well for others and adapt it for your organization. But when people start proposing all kinds of ideas and calling them best practices, my Spidey-Sense tingles. When you hear the term “best practice”