Gaia Soykok

how customers buy:1- somebody VP of sales get a CRM it sucks. 2- John is tasked to do it. 3- then he googles 90K companies 4- they figure out to make a shortlist, and have a justification. 5- you have to help the customer with step 4, if they can not they will go back to the status quo, the thing that sucks stays. that excel sheet stays.

Visualise before things go wrong and work backwards. It helps to build a language as well. They come up with the idea of "tiger", "paper tiger", and elephant in the room. Tiger is a threat.

Omniscians was coined by Gabriel Harvey, other 17th century where this feature was important and coined by many terms ...are polymath , polyhistor, polygraph (deragotary). another term virtuoso refers to scholars collecting a variety of objects. in latin, scientia universalis, pansophia, polymathi. versatile in Italian.

Product and feedback the more and the better. And everyone has an opinion and they are valid. the job is to prioritise and balance - the synthesis. There will be contradictions. be absolutely clear about who is the audience. What is the "job" this feature fulfills for this person. What

Segmentation versus personas: Confusion comes from B2b versus B2C. Consumer it is similar: segments are people so that is like a persona.

every culture is by definition a vital branch of our family tree, a repository of knowledge, and experience and if given the opportunity a source of inspiration and promise for the future wade davis, wayfinders

It is ok if your grandmother does not understand it. Does your buyer understand? Unless you are building for grandma, useless.

not receiving a reward one had expected to receive is also indistinguishable from being punished.

Personas are people, sales reps who are the end-user, Eric the IT person, and Janet the sales rep, John the champion in the account (the most important).