Agile methodologies revolutionized how products are being built. But building is just half of the problem. Deciding what to build is just as (if not more) important.
Deciding what to build is discovery. Shipping is delivery.
Discovery needs to be treated as an activity on its own. With clear activities, tracking and deliverables, just as we do with delivering working products.
Personas help us gain a better understanding of our customers' needs and anticipate how they might act in situations where direct communication with them isn’t feasible.
But they are inherently an amalgamation, an average of attributes that we imagine our average customer has. And there’s no such thing as the average customer.
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