Empathy-based personas: Shifting your view from inside-out to outside-in

Personas and customer journeys can be a transformative way for organizations to shift their perspective on their relationship with their top-priority audiences. The particular process I use helps organizations truly understand how their work helps the audience achieve their goals. This audience connection becomes a key lens for choosing how to deliver the organization’s work through the best content types, formats, and channels. It’s an extremely important part of our content strategy process.

I recently co-authored an article about about the value and process for this important tool with Esteban González, my colleague and frequent collaborator. Mary Byers invited us to write the article after a well-received session for the Indiana Society of Association Executives CEO Strategy Academy. Read about the process and the outcomes on Mary’s blog.