Deep customer understanding is the first great skill of any successful enterprise.”

The more you know about your audience, the more likely you’ll design a value proposition that answers customer priorities.

Buyer personas are frequently developed by sales and marketing teams hoping to reach out to a specific customer target. But buyer personas aren’t always an accurate collection of customer segments, customer priorities, or customer learning.

We believe the Customer Profile (the circle in our Value Proposition Canvas) is a much more actionable tool for getting to know your customers. We point out why in the table below.