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We Are All Media Companies Now: Red Bull's Branding Lesson - Curatti

We Are All Media Companies Now: Red Bull's Branding Lesson - Curatti | Collaborative Revolution |
This post is about branding's journey from Tide in 1958 to Red Bull now with one inescapable conclusion - We Are All Media Companies Now.
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Scooped by Martin (Marty) Smith!

Personas vs. Customer Stories In Website Development

Personas vs. Customer Stories In Website Development | Collaborative Revolution |

Stories vs. Personas

Sarah Doodley (@sarahdoody.) explores the difference between user stories and personas. She correctly identifies the problem with personas is they can be poorly crafted and so become caricatures of themselves. where I am the Marketing Director uses Agile project development. Agile always starts with customer stories. Those stories provide the functional needs we program to in a series of "sprints". Sprints are usually one week long and represent a desire to get something in the customer's hands as quickly as possible.

Sarah's piece is an excellent summary of the importance of user stories, how to accurately collect and use the.

Martin (Marty) Smith's insight:

When In Doubt, Gather Customer Stories
The value of customer stories can't be overstated. Customer stories create unvarnished truth. Stories, done right as UX expert Sarah Doody explains, can make all the difference in development success. When in doubt, go back to the stories.

Dr. Karen Dietz's curator insight, April 4, 2013 11:36 AM

I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business -- if done right. Now that's the trick.

Let's take a page from the world of writing: no well developed characters, no story. "What," you say???!!

Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.

For example -- Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.

Unfortunately today, most of the biz story articles focus on structure. It's rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.

The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually -- they are important. 

Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.

Make sure you read the article so you'll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.

Crafting personas and developing characters requires excellent listening skills -- not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the 'listening' tag in the filters tab above to get solid articles on how to do this.

Thanks for finding and sharing this Marty and Gregg!

This review was written by Karen Dietz for her curated content on business storytelling at 

malek's curator insight, April 4, 2013 7:16 PM

so true"t's rare to come upon an article focusing on character development"

Dr. Karen Dietz's comment, April 21, 2013 1:46 PM
So true Malek and Marty. Thanks for rescooping :)