The Evolving Persona: Redefining Customer Understanding

In today's business landscape, customers are often viewed as singular personas. It's natural to think of individuals in this way, but why stop there? Why not think of organizations as personas too?

The Organization Persona

Organizations are far more than just structures and hierarchies. Just as individuals have personalities beyond their professional or social roles, organizations possess unique traits that define their identity.

Consider companies like Volkswagen, Toyota, and Tesla. They aren't merely faceless car manufacturers. Each carries its own "personality" shaped by heritage, culture, and the environment in which they operate.

Take Tesla, for instance. As a newer company, it has a distinct personality from Volkswagen or Toyota, formed by the era it was born into and the vision it upholds. Just like people, organizations evolve, and generational differences play a role in shaping their character.

Organizational personas are not universal. In fact, companies in Germany, Japan, and the United States exhibit different behaviors influenced by their cultural backgrounds. These distinctions set them apart in ways that are as identifiable as the personal traits of individuals.

Now, think about organizations in your own industry. What characteristics make them stand out? What "personal traits" separate them from one another?

The Complex Customer

In business, we tend to simplify customer personas. But are we oversimplifying? It's convenient to classify customers into static segments and treat them accordingly. However, this rigid segmentation often fails to reflect the ever-changing realities of your customers.

Time is a crucial factor. How long do you expect your customer persona to remain the same? Just as individuals go through various life stages and challenges, customers—whether individuals or organizations—evolve. What was once valuable to them may lose its importance over time.

So, how do you know if your customer has changed? Are you still offering what they need today?

The Contextual Customer

In the modern business world, understanding your customer requires more than just defining an average persona. It's dangerous to assume, "We know our customers inside out." The truth is, no one fully knows their customers—not in every context or situation.

A more effective approach is to view customers contextually. This means recognizing that neither individuals nor organizations are static. Their personality, needs, and behaviors can shift depending on the situation or environment.

For example, we all know people who act differently in various settings. Your customer, whether an individual or an organization, can surprise you in the same way. A new challenge or situation may reveal unexpected traits or preferences.

To truly understand and anticipate these shifts, engage your customers in what I call "Reality Events." These are opportunities to observe and interact with them in different contexts, allowing you to stay ahead of their evolving needs.

In today's highly competitive environment, treating customers—whether individuals or organizations—as complex, multifaceted personas is a significant advantage. By embracing the fact that they exhibit different characteristics in different contexts, you can continuously reinvent your offerings. This deeper understanding will help you deliver more relevant solutions, far beyond what static averages can offer.