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Five tips for building personas that work

Don’t just let your personas gather dust in the cloud. Read these tips and take your customer understanding to the next level.

This week: Ask the right questions, customers before product, and always consider the nuance.

Understand your customers, explore assumptions, and discover unknown-unknowns.

This week: Buyer-first principles, getting creative with security, train your people.

A talk I planned to give at an event, but didn’t. Including my five steps to set your go-to-market plans up for success.

This week: Remote preference, sales decks, multiple personas, showrunning.

A non-standard list of books that every product marketer who wants to get ahead should read.

This week: faster marketing teams, B2B buyer journey, Encanto crossover.

Competitive intelligence is often an enigma for many product marketers. What does good look like?

This week: GTM framework, case studies, and competitor differentiation is not features.