Product management is all about choices. Making decisions about what opportunities are worth chasing, which problems are worth solving, what features will provide the most value, what the best time-to-market trade-offs are, and which customers are most important. While you’ll never make all the right choices, you have to make most of them right for your product to succeed. One of my favorite tools for helping to make the hard decisions is a persona (aka user profile). For those that don’t know what a persona is, they are a technique for capturing the important learnings from interviewing users and customers, and identifying and understanding the different types of people that will be using your product. The persona is an archetype description of an imaginary but very plausible user that personifies these traits – especially their behaviors, attitudes, and goals. The tool was first described in 1998 in one of my all-time favorite books, “The Inmates are Running the Asylum,” by...