The "Build for a Person, Not a Persona" point hit hardest. There's something almost embarrassing about how much better copy gets when you're writing for one specific human you've actually spoken with. Persona decks make you feel productive while stripping out everything that makes communication land.
The part I'd add: the hardest thing about all four of these isn't knowing them — it's defending them internally. Staying narrow when leadership wants scale. Keeping a small channel alive when the deck needs bigger numbers. The enemy of "do things that don't scale" is usually a quarterly planning cycle.
The "Build for a Person, Not a Persona" point hit hardest. There's something almost embarrassing about how much better copy gets when you're writing for one specific human you've actually spoken with. Persona decks make you feel productive while stripping out everything that makes communication land.
The part I'd add: the hardest thing about all four of these isn't knowing them — it's defending them internally. Staying narrow when leadership wants scale. Keeping a small channel alive when the deck needs bigger numbers. The enemy of "do things that don't scale" is usually a quarterly planning cycle.
thanks for chiming in and very well put! Those pesky quarterly cycles don't help much. Btw- if you like that article, you may find this new one interesting too https://yogeshmehra.substack.com/p/the-marketers-who-earn-a-seat-at?r=7vrl7&utm_campaign=post&utm_medium=web