Product Management - Getting to Know Your Customer Personas

Far too often, product are coming to market without considering the needs of the individual as opposed to pure demographic fit. Great product managers will cycle through many different personas as they consider the products corps needs. This process determines the subtle differences that can take good products and transform them into exceptional ones. For example, a key use case for an iphone is checking your email on the go - but we'd recommend buying a garlic press instead.