Rely on the information in the persona and ignore apparent differences. Personas often contain information that people don’t know about themselves and should be trusted over anything the individual person…

A company’s purpose is to generate profits. A company’s profits enable it to fulfill its purpose. A company’s profits distracts from its purpose. A company’s purpose drives profits.

think research purchase experiment

1 2 or 3 5 to 10 A minimum of 10

By merging the sales and services teams into a single team By giving more visibility into the steps involved to make the handoff go smoothly By having salespeople take on…

a contact database external thought leaders your expertise sales reps’ knowledge

Personalize for impact. Energize for consistency. Synergize for gratuity. Empathize for perspective.

True False

True False

sharing your brand expressing your opinions sharing your knowledge building a brand