persona-builderlisted

# Buyer Persona Builder Build personas that **drive decisions**, not decoration. A useful persona captures what the buyer is trying to achieve, what's stopping them, what triggers a purchase, and where they look — the inputs that shape targeting, messaging, and channel choice. Demographics alone ("35, urban, likes coffee") are the failure mode. ## When to use The user needs to define who they're selling to — for messaging, targeting, or to sharpen positioning. ## Before you start 1. **Read the brand/product context** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) if present. 2. **Gather real signal** wherever possible: current best customers, sales-call notes, support tickets, reviews, interview transcripts. Personas built only from imagination are guesses — say so when that's all you have, and frame them as hypotheses to validate. 3. **Decide scope:** the ICP (firmographic/segment fit) and the 1–3 personas within it who actually buy or use. ## Workflow 1. **Define the ICP** — the segment where the product fits best (for B2B: company type, size, trigger; for B2C: situation/need state). 2. **Build each persona** using the template in `resources/persona-template.md`: role/context, goals, pains, buying triggers, objections, decision criteria, where they research, and their role in the purchase (decision-maker, user, influencer, blocker). 3. **Ground every field** in a signal (a quote, a pattern, a data point) or mark it as a hypothesis to test. 4. **Note the bu