Step seven is about putting it all together. And here I want to share a couple of very real examples used by three different companies. Before we get into that, we've already walked through the template and the critical ingredients of demographics where they work and psychographics. But there are a couple of other items that you want to include in your final persona template. And these are things that will help you empathize and interact with your persona as if they're a real person. And first is to give your persona and name.

These are not disembodied characteristics. We want to wrap them all together in a human experience and giving them a name is really critical to doing that. In addition, illustrate them with a photo. Now these might be a photo of a real customer that you're that you're modeling this after, or it might be some, you know, generic, or a random photo that you pull off out of your files. But yet the implication or the indications of the picture, kind of play to the attitude or the characteristics that your persona represents. So having a a visual elements of your persona can be very powerful as well.

And the third item, what we want to do is we've got a full page of information about your persona. If we can distill it down to a short description, it can be very helpful, it becomes a shorthand reminder of what the persona represents. Now, this is not stereotyping your persona, but it is distilling it down to a handy short little label that we can use as a reference to pull up the larger, more deep more in depth persona we have in the background. Case in point. Here's a photo of Bob, the skeptical futurist, I'll describe him in a little bit more detail, but this was the distillation of a particular persona of a company that company ended up developing. And the last element is, you're going to have a lot of information, a lot of background material that you're going to be using to actually pull together and represent your persona.

The rest of your organization doesn't need to know the many variations or the iterations that you went through to develop the persona. They just need the final, the final readout, the final slide of this, and so distilling it down to a single, simple, easy to use, easy to copy, easy to peruse and get the idea from slide will be very helpful in allowing you to communicate the persona to everybody else in the organization. So they can take a quick glance at this and go Ah, I get so here's, here's an example of three companies who went through the exercise. Each of them wanted to target a Chief Information Officer, but each of them had different elements that were important. to them that came through in terms of the business problem, these people had the psychographics, many of the demographics were the same, where the company works was different.

And the psychographics were different. So whereas we might have been able to, at the beginning of the exercise, say, Hey, who's your target market, and they all might have said, Mike, were going after CIOs of the Fortune 5000. And that description would have fit. But when it came down to building a persona to be executed on for specific go to market tactics, there were very clear different subsets, three different subsets within that global 5000. Universe, if you will, that were unique and important to each of these three companies. And this distilled down to the following the skeptical futurist, we had the corporate radical and we have the globetrotter.

They all shared similar responsibilities, but again, the business problem the values Here's the concerns were unique to each of them. And these are the things that we wanted to pull out for developing the specific go to market strategy. Here's what their personas look like. Here's what several of these personas look like. And I'm not going to go into a lot of detail to explain this. But you are able to download these and view them at your leisure to get more detail perspective on this.

Now, here's one, this is a fourth one from another company that I did. This was Bob the conflicted, conflicted procrastinator, and this persona reflected the attitude of an executive who's afraid of making a bad purchase decision. He's deliberately slow in making a decision and requires proof. And if you'll go through the who they are, where they work, why they're a good target, you'll see some of the elements that pop off the page. And this is a very real persona that that a cross functional team pulled from That was relevant for the product in the market that they weren't going after. This turned out to be a very helpful exercise for them.

Now, here's a different one. This was for a different company. And they developed a Charlene, the corporate radical. Now the corporate radical reflects an executive who use yours to be a change agent for their company. They tend to be early adopters, and they're not afraid to break away from the status quo. Now that those elements are huge psychographically.

And I think you can see that the implications of that as far as the words that we would use, the way that we would express our business case to them, we will very definitely be colored to match the attitude of Charlene, and again, that you'll see the who they are, where they work, why they're a good target. Those elements that jumped off the page are very critical to the story that we're telling to interact with Charlene, this particular person persona And the third one to talk about john john, who's the globetrotter. Now in this case, the globetrotter persona hones in on travel related concerns and priorities of the traveling executive. Notice the implied differences between him and the occasional non business traveler. Now this was a very important because the company that this represented was an entrepreneur who had developed a cure for jetlag. And one of his target markets are for people who travel more than 100,000 miles per year.

And so the elements captured of the Chief Information Officer, the senior executive, and there are concerns as it relates to travel and productivity were incredibly important. So those are the elements that jumped off the the exercise and into the persona template. You can see as you reflect on all three of these, that there are many elements that we could conclude our shared in terms of responsibility, possibly type of company But yet you can see that there are very specific unique differences that we pulled off the page for each of them. As it relates to the story. We want to tell the product we want to sell. And ultimately the business problem we want to help each of these three unique people saw