There’s a rumor that at Amazon, CEO Jeff Bezos has an empty chair at meetings to stand in for the customer – because decisions should be made with the customer at front of mind. Creating personas is a similar act, only it fills in the details about your customers or your audience. It fills the empty chair.
“Personas breathe real life into your audience so you don’t fall into the trap of depersonalizing your customers by thinking of them as users, rather than considering real flesh-and-blood people,” writes Ahava Leibtag, content strategist and president of Aha Media Group.
