For more than three decades, I’ve been interested in one fundamental question: How can organizations better understand the people they serve? That question began with buyers. It expanded to audiences and communities. Over time, it led me to something broader: Human Understanding. In my previous essay, I made the case that Human Understanding should be […]
What Is Human Understanding? Read More »
Every successful organization intentionally develops capabilities. Some invest in Strategic Planning. Others strengthen Organizational Development. Many embrace Design Thinking, Systems Thinking, Leadership Development, or Organizational Learning. These disciplines exist for a reason. They help organizations think better, plan better, innovate better, and lead better. But over the past several years, I’ve found myself asking a
Why Organizations Need Human Understanding Read More »
Organizations have never had more information about the people they serve. Research. Dashboards. Analytics. Artificial Intelligence. Yet many people still feel misunderstood. I believe organizations sometimes mistake knowing more for understanding more. They’re not the same thing. Information helps us know people. Understanding helps us serve people. That distinction has been at the center of
Human Understanding Insight Read More »
How twenty-five years of Buyer Personas led me to Audience Personas, Community Personas, and the emerging discipline of Human Understanding. Twenty-five years ago, I introduced the concept of Buyer Personas because I believed organizations needed a better way to understand the people they served. At the time, marketing was becoming increasingly driven by technology, automation,
Buyer Personas Began with Buyers. It Was Always About People. Read More »
