Taylor Swift has a massive audience and unparalleled expertise in audience engagement. She is an example for marketers across industries, so we’re going to dive into what product marketers can learn from Taylor’s recent playbook.

Personas are representations of your real users (and buyers), and they help you understand their experiences, feelings, behaviors, pain points, and goals. When they’re built out successfully, you’ll start to see benefits across your entire business.

An accurate buyer persona stops you from wasting thousands of dollars on ads that don’t convert.

46 min watch. In this talk, we introduce the fundamentals of personas that will help you build an understanding of who your customers are which is critical to effectively designing, building, marketing, and selling products. Then we do a live working session with Santiago Suarez Ordonez, CEO & Co-Founder of Momentum to work through building their Proto-Personas.

5 min read. We've worked with dozens of founders who insist they "know" who their target audience is, but it's only after we've guided them through this persona process that they see how much information, understanding, and empathy has yet to be fleshed out.