Creating Effective Customer Personas, Part 1

Finding your who

Annette Franz

August 31, 2021

All articles in this series:

Simon Sinek popularized the concept of finding your why, which he defines as the purpose, cause, or belief that drives you. He states that the concept is “grounded in the tenets of the biology of human decision making.” Once you find your why, you can live in alignment with it. Truly an important concept and exercise, both for business and for life, in general.

Seth Godin, on the other hand, talks about finding your who. He calls out marketers for trying to sell their products to everyone, when that’s just not realistic. Instead, they should be identifying their who: Who is it for?

The who isn’t defined by demographics but by psychographics: their (customer) beliefs, their dreams, their desires. And the beauty is, you get to pick the who. You get to pick who you’re going to sell products to, based on their pain points, problems to solve, and jobs to be done because you have the means to solve for all of that.

Products for customers, not customers for products!

Novel concept? No. (Personas, anyone?) But Godin articulates it in a way that makes it clear and simple. Check out this short video, in which he explains the concept.

Great point when he says, “If you are having a challenge serving the people you seek to serve because they don’t understand you, because they don’t see you, because they don’t believe you, because they don’t talk about what you make, if you’re unable to make the change you seek to make in the world, those are the symptoms of a marketing problem.”

“Every person is defined by the communities she belongs to.”
Orson Scott Card

First published July 28, 2021, on the CX Journey blog.

About The Author

Annette Franz’s picture

Annette Franz

Annette Franz, CCXP is founder and CEO of CX Journey Inc. She’s got 25 years of experience in both helping companies understand their employees and customers and identifying what drives retention, satisfaction, engagement, and the overall experience – so that, together, we can design a better experience for all constituents. She's an author (she wrote the book on customer understanding!), a speaker, and a customer experience thought leader and influencer. She serves as Vice Chairwoman on the Board of Directors of the Customer Experience Professionals Association (CXPA), is an official member of the Forbes Coaches Council, and is an Advisory Board member for CX@Rutgers.