Personas, but deeper

Most ‘persona’ work misses the point entirely.

A great example of this is our spouses.

Someone could look at my wife and be like, “OK, she’s X age, Y height, lives in Z location, I know her now.”

That’s how daft we sound when we just do the basic stuff.

But if they knew her favourite-favourite author, and dropped an in-joke about that? Or that she’s a great mom, and leaned into that? Or that she loves fantasy fiction, and leaned into that?

We’re only few layers of depth away from geometric gains.