T-Shaped Personas

Key Concepts

• A persona is an abstract representation of a typical user or customer. We often focus on the buyer persona and the moments-that-matter for our buyer’s journey. This article focuses on the customer already using our product or service.
• A feature is an important part, quality or ability of a product that makes it distinct or better; it usually contributes to the overall value proposition.
• A product feature matrix maps product(s) on one axis, to features on an intersecting axis. It is typically used to compare competing, similar products, or differentiate a product’s versions from product Gamma to Gamma+, Gamma 2.0 and so on.
• The T-Shaped person is a talent management concept, attributed to McKinsey & Company, that describes the depth or domain expertise of an individual along the vertical stroke of the letter ‘T’, while also describing that same individual’s breadth across varied other disciplines along the ‘T’ horizontal bar.
• A T-Shaped Persona is a new concept. It’s a business strategy tool, similar to the talent concept above, visualized by a ‘T’; it also conveys a breadth and depth. Its differences start with its job — act as a visual guide to inspect a persona’s adoption and use of our product(s). The vertical stroke of the letter ‘T’ signifies depth of product experience, while the ‘T’ horizontal conveys typical persona attributes like geographic, firmographic, occupational, and other traits.

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