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FutureNow Article
Sunday, Aug. 1, 2004

Whispered Advice to The Graduate: Personas

By Bryan Eisenberg
August 1st, 2004

The only sane solution to persuading the millions of individuals who visit you

Remember that little cinematic cocktail-party-whisper into Dustin Hoffman’s ear? “Plastics.” These days (circa 2004), you come up to me, and I’ll happily stretch on tip-toe to whisper in your ear: “Personas.”

Taking that big step back to survey the lay of the ebusiness landscape, I see three organizational themes in our line of work: words, numbers and people. However, focusing your attention on the former two when you have incorporated no understanding of the third means your online conversion rates will consistently disappoint.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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