In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and  Soumeya Benghanem welcome Kavita Kamani (Microsoft) and Sarada Sahu (Microsoft) as they discuss about user personas. Personas are important for PMs as they help in understanding their users' needs, goals, behaviors, and preferences. 
 
Disclaimer: All opinions of the speakers are their own.
 
What to Listen For:
00:00 Intro
03:56 Customer obsession and starting a user persona
06:02 Who develops the user personas?
09:54 Being specific enough without excluding people
14:00 How many personas is okay to utilize?
15:33 Market segments vs. personas
18:28 Persona for a manufacturer
20:02 Other people who work with personas
23:41 Personas are common language for companies
28:22 Buzzword Blitz
34:58 How to distinguish between persona and segment
37:08 Building a zero to one product
40:25 Trust as an important aspect in a user persona’s journey and the product development
42:33 Final thoughts

 
Links: 
https://www.ideou.com/blogs/inspiration/how-to-get-started-with-inclusive-design