Scott Sehlhorst, SVP and Executive Consultant at Leading Agile, goes deep on Personas in this episode of SoundNotes. During the interview Scott and Dave discuss the difference between Proto-Personas and actual Personas, the importance of empathy maps and how to help management understand that making the investment in developing personas is a great way to reduce risk.
This is the first of several podcasts we are going to be posting on Personas, how to create them and why they are so valuable.

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<h4>Show Notes</h4>
<ul>
<li>00:08 Podcast begins</li>
<li>00:56 Scott’s background</li>
<li>03:00 Why Scott is so focused on understanding the customer</li>
<li>07:10 Scott explains what a proto-persona is</li>
<li>10:51 Why we need to understand the customer’s problem at a deeper level than they do</li>
<li>13:00 The difference between a proto-persona and an actual persona</li>
<li>19:08 Making the case for taking the time to do personas</li>
<li>20:20 Why we start by making assumptions</li>
<li>24:35 Using empathy maps as a tool to help us test our assumptions</li>
<li>26:48 Personas are an investment in understanding the customer and reducing risk</li>
<li>28:52 Helping executives understand why they need to make this investment</li>
<li>30:34 “You put together a plan and you remove risk and uncertainty from that plan”</li>
<li>31:54 Can you stop at the empathy map and how do you move past it into something more data driven</li>
<li>36:00 Getting the data we need to get to actual personas</li>
<li>39:25 Accepting the risk of not moving all the way to actual personas</li>
<li>43:54 What are the most effective ways to collect the data we need</li>
<li>49:39 Once you have all the data, then what?</li>
<li>52:36 What we’ll focus on in future podcasts about personas</li>
<li>53:25 Contacting Scott</li>
</ul>
<h4>Links from the Interview</h4>
<strong>Scott’s article</strong> (which includes some examples)
<em>Progressively Elaborated Users</em> <a href="http://tynerblain.com/blog/2017/09/10/progressively-elaborated-users/" target="_blank" rel="noopener">http://tynerblain.com/blog/2017/09/10/progressively-elaborated-users/</a>

<strong>Dave Gray’s updated Empathy Map</strong>
<a href="https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a" target="_blank" rel="noopener">https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a</a>
<h4>Contacting Scott</h4>
Twitter: <a href="https://twitter.com/sehlhorst" target="_blank" rel="noopener">https://twitter.com/sehlhorst</a>
LinkedIn: <a href="https://www.linkedin.com/in/sehlhorst/" target="_blank" rel="noopener">https://www.linkedin.com/in/sehlhorst/</a>
LeadingAgile site: <a href="https://www.leadingagile.com/guides/scott-sehlhorst/" target="_blank" rel="noopener">https://www.leadingagile.com/guides/scott-sehlhorst/</a>

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