www.quarry.com
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THE SAVVY MARKETER'S GUIDE
TO LEADING WITH PERSONAS
2 Our perspective on why personas matter
3 WIIFMB (What's in it for my business)?
4
STORY 1 How Sanjay led with personas in product redesign
9
STORY 2 How Susan led with personas in cross-channel
experience design
12
STORY 3 How Isabella led with personas in product innovation
16
STORY 4 How Juno led with personas in a strategic
marketing turnaround
20 4 ways savvy leaders use personas
21 Now it's your move
22 About this guide
22 About Quarry
Contents
