Integrating Customer Insights into Everyday Processes

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Questions we cover in this episode:

1. Tell me about your career path to becoming a PMM? 
2. What are the areas PMMs should be experts in? 
3. How do you go about acquiring that info? 
4. What does this look like at Square? 
5. How do you record and codify that knowledge? 
6. How do you think about personas? 
7. How is a good one structured? 
8. Issues with personas? 
9. What teams should use that research and how? 
10. What are the top issues you face when rolling out research or personas? How do you tackle them? 
11. Where do people go wrong with research? What does bad personas look like or what mistakes have you had to overcome? 
12. What’s your outlook on the career of Product Marketing?