Intro to Executive Alignment and Alignment Personas
This talk includes:
The promise of personas and the problems we want them to solve.
A brief history of personas.
Why people roll their eyes about personas, and why I still love them (with caveats).
How and why I refocused on executive alignment, and why alignment is more powerful than data.
The difference between traditional personas and alignment personas:
* Traditional personas translate and communicate data.
* Alignment personas are hypotheses. They create and communicate executive alignment and give data a 'place to land.'
Alignment personas in five conversations (the how-to)
1. Let's play a game (business goals Mad Libs)
2. Pretend you're a building (who is at the front door and why)
3. Get needy (the pink stickies: "I want ..." and "I need...." statements)
4. Persona-fy (identify differences-that-make-a-difference and give them names and faces)
5. Pick the winners (prioritize alignment personas based on goals)
The magical sentence that all companies need: "If we don't make Dana and Trey ridiculously happy, we won't hit our highest priority goals."
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