Personas are tricky things. While their intent is to understand a user and effectively speak to their needs, they can often lead us astray if we’re not careful. Under the hood, there are often misunderstandings, missed opportunities, and wonky assumptions. This presentation reflects about lessons learned through audience targeting, particularly in the realm of UX content strategy. How do we avoid personal biases and pave the way for sincere empathy? Is it better to be broad or specific? Is it even possible to assess the unique needs of everyone who will be experiencing your product or design?