In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and  Soumeya Benghanem welcome Kavita Kamani (Microsoft) and Sarada Sahu (Microsoft) as they discuss about user personas. Personas are important for PMs as they help in understanding their users' needs, goals, behaviors, and preferences. 

Disclaimer: All opinions of the speakers are their own.

What to Listen For:

• 00:00 Intro
• 03:56 Customer obsession and starting a user persona
• 06:02 Who develops the user personas?
• 09:54 Being specific enough without excluding people
• 14:00 How many personas is okay to utilize?
• 15:33 Market segments vs. personas
• 18:28 Persona for a manufacturer
• 20:02 Other people who work with personas
• 23:41 Personas are common language for companies
• 28:22 Buzzword Blitz
• 34:58 How to distinguish between persona and segment
• 37:08 Building a zero to one product
• 40:25 Trust as an important aspect in a user persona’s journey and the product development
• 42:33 Final thoughts

Links: 

https://www.ideou.com/blogs/inspiration/how-to-get-started-with-inclusive-design