What's the best pizza sauce? There isn't one. Best coffee? Nope. Turns out that there isn't a best anything because people are not the same. Tipping Point author Malcolm Gladwell gets inside the food industry's pursuit of the perfect spaghetti sauce -- and makes a larger argument about the nature of choice and happiness.
Without mentioning the term, he's talking about personas.
A persona is a representative buyer or user of a product--an archetype. But most product categories--like pizza and spaghetti--have multiple personas. Not everyone needs the same generic thing; turns out, people aren't generic after all.
What's the ideal phone? Depends on who uses the phone: your sales people want one set of features; your grandma wants another set; your daughter another.
Watch Gladwell's video on TedTalks and then read more in my article, Buyer and User Personas. If you need help incorporating personas into your product management, attend one of our seminars to learn how to use this powerful tool.