Imagine watching Star Wars without Luke Skywalker. It's like running an online business without a customer persona. Some argue that the JTBD (Jobs to be Done) framework is sufficient and better, but people are pre-disposed to talk to another face. The next time you produce a new feature, blog post, or even newsletter, build it for a specific person in mind. At least one. Learn more on http://www.northbound.io/persona-stories/

1. STORIES NEED CHARACTERS
WHY YOU NEED A CUSTOMER AVATAR
cc: The Plastic President - https://www.flickr.com/photos/51353457@N02

2. You're
building a
new feature
but not sure
if it will gain
traction...
cc: MDMA. - https://www.flickr.com/photos/46856546@N02

3. You ask: Does it resonate?
• Maybe only you can
appreciate it?
• Maybe it doesn't make
sense to anyone outside
your team?
cc: mark sebastian - https://www.flickr.com/photos/71865026@N00

4. You may or may not know
the job-to-be done.
Regardless, it's not
enough.cc: Greg Marshall - https://www.flickr.com/photos/86874036@N00

5. You may know that...
• You have a better web design
solution
• Your service is superior over
the popular solution
• Your customers are business
owners
cc: Au Kirk - https://www.flickr.com/photos/64441474@N06

6. That knowledge isn't
enough.

7. You can't talk to a faceless,
blank wall.
cc: Darkroom Daze - https://www.flickr.com/photos/25453448@N02

8. You need to look at a specific face
The Lesson
cc: garryknight - https://www.flickr.com/photos/8176740@N05

9. Imagine...
• Star Wars without Luke
Skywalker
• Harry Potter without Harry
• Lord of The Rings without
Frodo
cc: DanieleCivello - https://www.flickr.com/photos/74302553@N00

10. How do you build...
• An ad
• A social media post
• A blog article
• A product feature
• A service or gig
cc: William Brawley - https://www.flickr.com/photos/93841400@N00

11. You need to have your
finger on the pulse of your
audience.
cc: quinn.anya - https://www.flickr.com/photos/53326337@N00

12. The only way to do this is
to simulate a real
conversation.
cc: mark sebastian - https://www.flickr.com/photos/71865026@N00

13. Humans are pre-disposed
to talk to someone
specific.
cc: Novowyr (Slow) - https://www.flickr.com/photos/62602097@N00

14. You need
real a real
person in
mind.cc: pengrin™ - https://www.flickr.com/photos/73072573@N00

15. Imagine watching a movie
without any character.

16. You're building a product
for a person who feels a
certain pain, but don't know
who they arecc: ArmandoH2O - https://www.flickr.com/photos/63898525@N07

17. Building a product without a
specific consumer in mind is
like watching Harry Potter
with a faceless Harry.
cc: Naíra Dias - https://www.flickr.com/photos/9391056@N08

18. You just can't appreciate it.

19. It won't allow you to build
a product that deals with a
customer in a humane
way.
cc: onesecbeforethedub - https://www.flickr.com/photos/38533398@N07

20. Without building for a
persona, you're just
completing a project.
cc: eioua - https://www.flickr.com/photos/19185494@N00

21. Don't think in terms of
merely completing
projects.

22. The next time
you build a
feature or
write a blog
post, do it for
one person.
cc: titoalfredo - https://www.flickr.com/photos/22963627@N05