Today, I’m talking with , the CEO and Founder of , and author of . Prior to reading Adele’s book, I always saw buyer personas as dated marketing gimmicks that were little more than a stock photo, some demographics, and a name like Mid-Market Mary or Small Business Steve. I just didn’t see how they could be acted on. Adele changed all of that for me and made me see just how valuable buyer personas can be to any business, when they’re done right and today she tells us how to do that. Adele shares everything you need to know to learn who your buyers really are, what they care about, and how to use those insights to win more business. If you’re relying on your assumptions, no matter how good you think they are, of why buyers choose your software over the competitors or what reservations they have before making the switch, then this is an interview you need to hear.