How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

75: User Personas

Feb 22, 2023

48:05

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Highlights

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Episode notes

Product Leaders - What Should Be an Ideal Number?

01:33

How to Succeed in Product Management Podcast

02:49

The Challenge With Personas

01:59

Introduction

4min

Product Management - What Makes an Excellent PM?

2min

Product Managers - Who Develops the Personas?

3min

The Challenge With Personas

2min

Product Managers and Product Teams

3min

Product Leaders - What Should Be an Ideal Number?

2min

Market Segments Versus Personas

2min

Is There a One-to-One Mapping?

2min

Segments Versus Personas

2min

10.

Supply Chain Disruption in the Product Design Process

2min

11.

Are You Red E to Contribute to This Conversation?

2min

12.

How to Succeed in Product Management Podcast

3min

13.

Three Word Challenge - Buzzword Blitz

2min

14.

First Cut and First Principles

3min

15.

Cavada's First to Go First Cut

2min

16.

What's the Price for the Sad Trombone Award?

2min

17.

Marketing Is an Alignment Exercise

2min

18.

Build a Zero to One Product

2min

19.

How to Win Trust in Product Development

3min

20.

The Buzzword Blitz

2min

21.

Are You Creating a User Persona?

2min

22.

Product Managers - User Personas and Equity Mindset

2min

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