Want to know what a buyer persona is? Need to know where to start in developing yours? Have you ever heard of the Gillette model of almost giving away the razor but selling the blades? Or have you ever noticed that while the price of printers continues to drop and their functionality continues to improve, the cost of ink remains stubbornly high? Perhaps you travel frequently, as I do, and have wondered why most airports are basically uncomfortable, yet the business lounge is usually ok, even has a few perks, like "free food" or drinks. These are actually sales models that came out of deeply understanding what makes someone buy a producto or service.
Via Gary Hitching