Ross Johnson

Argues personas are too thin to drive design decisions and proposes User Models built around pain points and journeys instead. Useful when persona docs feel useless and you want a richer way to describe target users.

Amanda Athuraliya

Walks through stakeholder mapping as a way to visualize influence and interest, surface risks, and prioritize attention. Useful when starting a new project and you need to figure out who matters and how much.

Berkin Bahar

Berkin Bahar walks through RFM (recency, frequency, monetary) customer segmentation with practical steps. Useful when an analyst is starting RFM segmentation and wants a concrete walk-through.

The Hurree Team

The Hurree Team breaks down seven firmographic factors like industry, size, and geography for B2B segmentation. Useful when a B2B marketer is starting firmographic segmentation.

Samantha de la Porté

Samantha de la Porte shows part three of how great brands build ICPs grounded in revenue data. Useful when a revenue team is upgrading its ICP with hard data.

Siva Sabaretnam

Cheat sheet that compares Growth Designers and Core Product Designers across goals, metrics, and tools. Useful when design leaders are deciding how to staff growth versus core product work.

Micah Horner

Compares marketing to decision makers vs end users, arguing end users often have stronger pain insight and influence. Useful when a marketing team is deciding how to weight content between buyer and user audiences.

Chintan Zalani

Tactical guide on finding internal champions, including using LinkedIn search and pain-point empathy to win allies. Useful when a B2B sales or product team needs concrete moves to identify champions inside a target account.

Frederik Vosberg

Argues that internal champions matter more than decision makers in early B2B discovery because they share insights and drive the buying process. Useful when a founder is doing customer discovery and choosing who to recruit for interviews.

Tiago Camacho

Tiago Camacho introduces mental model diagrams (Indi Young style) that map user behavior, thoughts, and feelings into visual towers. Useful when a research team wants a way to see all the work users do, not just one task.

Startup Akademia

Video on segmenting customers based on behavior, with worked examples from real businesses. Useful when a team learns better from watching a worked-through example than reading a guide.

Yieldify

Yieldify walks through behavioral segmentation with four real-life examples from e-commerce. Useful when a marketer or PM wants concrete examples to copy before defining their own segments.

Joca Torres

Joca Torres explains how UX, product engineering, and product management form the core team and how UX uses personas to anchor the work. Useful for PMs who want to brief a new team on what UX brings to discovery.

Nick Babich

Defines empathy maps, personas, and user flows and shows how they work together to ground design decisions in user understanding. Useful when teaching a team the basics of these tools or picking which to use first.

Paz Perez

Proposes that teams should build personas for AI agents — capturing capabilities, limits, and behaviors — alongside human personas. Useful when designing systems where AI agents act on behalf of users and you need a shared way to describe each agent.

Shruti Shah

Reminds designers that great design starts with knowing who it is for and why, and shares how to build that habit early. Useful when starting a project and you want a checklist for defining the audience before sketching screens.