Skriv en persona som säger emot
De fem fälten som skiljer en persona som lär ut något från en som bara håller med dig.
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A good persona is specific, consistent and slightly uncooperative.
Give them a reason to be difficult
"Sceptical buyer" is not a persona. "A CFO who signed with your competitor eighteen months ago, is under pressure to cut software spend, and has already decided not to renew unless you surprise them" is. The motivation is what makes the conversation go somewhere.
Define what they are hiding
Real conversations have hidden information. Write down the thing the persona will only reveal if asked properly — a budget freeze, an internal champion who left, a bad experience with onboarding. This single field is what turns a demo into an exercise in discovery.
Set the difficulty deliberately
Three dials matter: how early they object, how much they concede when a good answer is given, and how long they stay in the conversation before ending it. Start in the middle and adjust after five runs.
Attach the documents they would have
A price list, a policy page, a product sheet. The persona will reference them, which stops it from inventing details and keeps the conversation grounded in your reality.
Test it twice before publishing
Run the scenario yourself once trying to do well, and once deliberately doing badly. If both attempts get a similar score, your scorecard — not your persona — needs work.