Buyer personas are at the core of your business. Don’t believe me? Then you don’t understand what a buyer personas is. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. So if your customer isn’t the core of your business, then I stand corrected. For the rest of the world or the 99.9% of businesses where the focus should rightly be on the customer, buyer personas are critical data sheets that explain who your ideal customer is, what they value, what they need, and what drives their purchasing decisions. Simply put, buyer personas help articulate who your customers are, and having these insights will effectively guide product development, messaging, branding, marketing and sales.