A White Horse, a Persona and a Voice studio.

Webinar Shows Marketers How to Beat a Bearish Economy through Social Media

Have a look at White Horse as it has the capability to educate very quickly with their Voice studio.  This combined with their customers and use of Personae makes them standout in a field of me-too Persona practitioners.

We have about seven months left of winter so I thought I would suggest a different perspective on Personae, combine them with Scenarios and as if that is not enough, substitue the product in the equation with expertise, and for the cheese in the Poutine…reverse the flow from the Persona to people.

Start with a Persona mask made up of stories and behaviours combined with the recognition that we wear many masks during the day. Oddly enough the higher you are in an enterprise the higher the probability that you may wear more that one Persona at a time–the probabalistic persona http://personati.wordpress.com

Moving on to Scenarios my contribution is the concept of starting with the stories that underlie and financial forecast. Once these stories are linked to the processes served by the products that serve Personae behaviour we have gone beyond Persona Marketing to Persona Guided Scenarios–I call them PIGS.

I have taught Strategies for a Web Presence at the University of Toronto from a distinctly unique Persona perspective and know this is the right time to raise the bar from calling market segment lables with a little behaviour twist a persona.

After all it's the people behind a Persona that we serve and a Persona helps us stretch our attention and resources to do this to the best of our capability.

Ooops, I almost forgot the highlight Personae, creativity and innovation.
Creativity only leads to innovation if it is supported by processes and those processes can be blended into the larger process stream of a company and its value stream.  This is sometimes easy, usually difficult even if all of the supporting processes are in place.  In other words everybody has to know what to do, how to do and work together to manifest the creative idea and innovate.
But what if the idea(s) that we need to innovate require a different set of skills?
Now comes the Persona connection. 
Work backward in a Scenario where the product has been manifested and determine which Persona stories and behaviours it serves. 
Next work backwards to the expertise that is required to deliver the product and eductate the customer and their value stream in its beneficial use. 
Next build a Persona from the behaviours and stories that we have have inferred and based on the outcome that we desire from the new product.
Finally we compare the Persona expertise to people in the company and determine the training required to acquire the missing Persona expertise.

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