Persona and Scenario Practitioner Inquiry

Articleed by & filed under Personas (UK).

Nick Trendov wrote:
as a story teller I appreciate your persona descriptions highly.
I have used stories, personas and scenarios for over 15 years in business and will teach an advanced Analytics and Scenario Analysis for Competitive Advantage at the University of Toronto in early 2008.

My contribution to the topic is the ability to link stories and numbers via personas with this simple mantra–

Tell a story twice and a process is documented, three times and software is written, four times and brand value is created, five times and a measure or KPI is built.

Any suggestions to persona or scenario links would be appreciated, especially any work that may be related to the ability to deliver knowledge or training in a highly accelerated manner.

My goal for the class is to use my persona and scenario experience to deliver knowledge and tools to the class on the same topic very, very quickly.

Good luck with your work!


Your approach is very interesting. I have recently started to cooperate with Zentropa Interactive, a branch of the Danish Film company Zentropa, to add more expertise on storytelling to my personas courses. A year ago I did a survey on personas and scenario articles on the net. More have come since then, but you can find the list of articles here.

I am not sure you will find what you are looking for as most articles are from a IT perspective. The one who has written most extensively about scenarios in IT is John Carroll, maybe you will find some of his works useful. He does not have the personas perspective though.

2 Responses to “Persona and Scenario Practitioner Inquiry”

  1. Nick Trendov

    Since my post above I have found that traditional Personae are starting to be applied to internal Enterprise websites.

    While this is great news I have also found that most people confuse Personae with two dimensional marketing lables or roles. This is unfortunate.

    The power of the Persona construct is the ability to provide the PERSON behind the PERSONA the power of multiple perspectives by understanding that they can change masks at any time. Indeed if you observe people in high corporate positions you will note that they change Persona masks very frequently. If you observer over time you will see that senior management has the ability to wear multiple Persona masks simultaneously.

    Indeed multiple simultaneous perspectives are a goal for many spiritual traditions.

    Just a thought.


    PS Please check the BLOGS on my site for different perspectives on Personae and the importance of the STORY LENS to Scenarios

    PPS Love your blog!

  2. Lene Nielsen

    Hi Nick
    You are so right. Apparently the marketing archetypes are difficult to get rid of and seems at times to overtake the understandig of personas. About roles: I see three positions within personas goals (Cooper), roles (Microsoft) and empathy. And I agree with you in both goals and roles create inflexible personas, especially when they are used in scenarios.

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