Meet Sasha “New MBA” Cruz.
She’s 26 years old, a recent graduate from a top MBA program and about to move across the country for a new position in her high-tech company. And while Sasha’s situation – and her wants, needs and expectations – are real, Sasha isn’t. Because Sasha is a persona.
As a persona, she serves as a stand-in for those customers like her who share common traits and attitudes. Essentially, Sasha’s serving as a “straw....