Personas

Personas at /personas (“Target-audience workspace”) holds the audience definitions creative work targets: who the copy speaks to and the designs speak for. These are audience facts, not permission facts — what someone can touch lives under Persona Roles.

• The header reads “Personas — Target-audience workspace”. Stat cards summarize target personas, target company types, and the associations drawn between them.
• An audience model with no associations targets everyone and therefore no one — draw the links before briefing creative against it.
• Personas and company types are the two axes of targeting: who the work speaks to, and what kind of organization they sit in. Creative briefed against neither gets reviewed against everybody’s taste at once.

• Name a persona for its audience, not its moment. A persona that still reads true in a year guides work; a campaign-dated one misguides it.
• Real people behind the abstractions live under Contacts and Companies. A persona with no grounding in either is a guess with a name.

What next

• Copy: the written outputs personas guide.
• Designs: the visual outputs personas guide.
• Contacts: the people behind the abstractions.
• Persona Roles: permission roles (not audiences).