Personas are fictional characters which are based on beliefs, behaviors, and lifestyles of similar types of patients.

Personas are not meant to be an end-all, be-all description of a singular person. Instead, they should be a collection of typically accurate demographic and psychographic information, such as:

  • Age
  • Career
  • Hobbies
  • Motivations
  • Frustrations

By personifying the different groups of people we currently serve, desire to serve, or desire to avoid, it becomes much easier to converse about and achieve the desired outcomes which we previously defined in the "Select and Prioritize" step.


Primary personas represent the most common denominator within a target audience. When reading through a primary persona, you should feel like you've heard that person's story countless times.



Secondary personas are sub-categories that represent other prominent groups within the target audience.

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Note: We shouldn't feel the need to consistently reinvent the wheel with personas. There's a really good chance we will be able to share them across multiple product and service lines with minor refinements.

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Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.