"Personas are fictional representations and generalizations of a cluster of your target users who exhibit similar attitudes, goals, and behaviors in relation to your product."

"Personas were created, but not used"

"No buy-in from leadership"

"it is beneficial to think of personas and present them as an alignment tool rather than a research deliverable."

"The largest benefit of creating and having personas is a clear picture of specific user types that everybody can focus on and align around."

"Personas were created in a silo and imposed on people"

"Personas should not be an isolated endeavor undertaken by the UX team and unveiled like a piece of artwork."

"The most successful personas are created with involvement from their end users."

"Communication failure:  People don’t know what personas are or why they’re useful"

"For personas to be useful, the data captured in a persona should reflect the goal for that persona and the scope of work it is meant to impact."

"Broad-scope marketing personas"

"Targeted-scope UX personas:"

"Put together an action plan, pitch personas to leadership, analyze prior failures and address corresponding solutions, and communicate the business value of personas to build buy-in. Educate your colleagues, refer to personas in meetings, and solidify their place on your projects. Circle back and show off the wins you gained by having specific user representations to work with."