Personas go mainstream

Defining product personas is a powerful technique used to put problems in context. Personas reveal that our developers are not typical users.

Meet Frank. Frank is 41 years old. He is a father of two who coaches a soccer team two nights a week, and sometimes on the weekend. He has an MBA and a bachelor's degree in Economics. He is a portfolio manager in a financial services company. He has been there for the past ten years and has a much admired network of peers both inside and outside the firm. He likes to think he is progressive and objective.

For more on personas, read this article on personas from e-Content Institute.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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