www.quarry.com
personas@quarry.com
THE SAVVY MARKETER'S GUIDE
TO LEADING WITH PERSONAS
This guide is for people who embrace the notion that personas can help improve business
decisions and achieve better outcomes, but who want to better understand how to use
them in real-world practice. It's also for those who've made less-than-successful forays
with personas and walked away thinking that only senior leaders have the clout to get
project teams to adopt personas into business processes.
e focus of this Savvy Marketer's Guide is on bridging the too-wide gap between theory
and practice. It's about how personas can be used in the real world to create alignment,
shake off misconceptions and inspire innovation. In short, it's about how personas can
be used to enable and build leadership from the ground up.
We will help bridge these gaps by sharing the stories of Sanjay, Susan, Isabella and Juno,
four project team leads who we've had the privilege of working with at Quarry. (And, yes,
to ensure privacy and business propriety, we've changed the names of those involved and
some of the details.) Each story touches on a different application of personas. Each story
illustrates a distinct method of persona deployment. And each story reveals a pattern
of creative leadership in a demanding business situation.
Savvy marketers need to know how to use personas to lead; to use a shared and empathetic
view of the customer to create clarity in collaborative decisions; and to direct collective
actions that create differentiated brands and build better customer experiences. is is
a valuable, rare and learnable skill. e purpose of this guide is to help you develop this
skill in yourself.
So, if you're ready to assert positive change in your organization, let's begin.
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Is this guide
for you?
This guide discusses
how personas can
be used to enable
and build leadership
from the ground up.
