Summary: Most persona development efforts are self-sabotaging because of one reason: a lack of good user research. The good news is this can be quickly turned around with an incredible impact on your software project and your overall organization's return on investment. This article explores why and how you can salvage your personas once and for all.
Personas as Garbage, but why?
Many organizations use personas. Personas are the fun customer sketches that software development teams use to prioritize user needs. However most personas efforts are junk, owing to the origins of data used to inspire personas. We know several product managers who don't "believe" in personas.