PERSONA GRID

CAPTURE, TEST, AND UPDATE RELEVANT AUDIENCE DETAILS

PERSONAS NAME:

TECHNIQUE: ANALYSIS + OBSERVATION

FOCUS: CHARACTERISTICS
GOAL: UNCOVER

TECHNIQUE: INTUITION + INTERPRET

FOCUS: CHARACTER
GOAL: UNDERSTAND

LOOKS

LIKES

APPEARANCE

PSYCHOGRAPHICS

- Insert a photo or image that best

represents your audience
- If possible, include an image that
shows where they will use your
product (work, home, play, etc.)

- List common personality traits

- What do they do for fun, relaxation,
or enjoyment? (activities and interests)
- What are their favorite social sites,
magazines, blogs, websites, etc?
- List other relevant attitudes, values,
or behaviors

LIFE

LOVE

DEMOGRAPHICS

ASPIRATIONS

- What does a day in their life look

like?
- Where do they live?
- Educational background?
- Relationship or marital status?
- Children? Pets?
- Describe current work or job
environment
- Previous work experience or history?
- What are their friends like?
Colleagues and co-workers?

- What are their strongest beliefs and

opinions?
- What do they want to achieve,
improve, or make better? How do we
help them?
- Who or what do they idolize? Who
do they want to become? How do we
help them?
- What type of experience do they
want or expect? What would delight
them?

DESIGNED BY:

Jeremiah Gardner & Dee Copeland Patience

From The Lean Brand | LeanBrandBook.com | #TheLeanBrand

Version 1.0 | Copyright 2014 Jeremiah Gardner | All Rights Reserved

S
EF

BE
LI

MVB CANVAS

RALLY POINT

STORY

MVB

W
HY

INVITATION

YO
UR

BUILD, TEST, AND ITERATE YOUR MINIMUM VIABLE BRAND

S
UE
AL
/V

IUM
MED

FEEL
(INT
ER
AC
T)

ARTIFACTS

S
NEL
AN
CH

VITALS
ORGANIZATION:
PERSONA SEGMENT:
DATE:
ITERATION NO:

SEE (VISU
AL)
CE
IEN
ER
P
EX

DESIGNED BY:

Jeremiah Gardner & Dee Copeland Patience

From The Lean Brand | LeanBrandBook.com | #TheLeanBrand

Version 1.0 | Copyright 2014 Jeremiah Gardner | All Rights Reserved

ME
SS
AG
E

START

Something accepted as true without evidence.

LEAP OF FAITH
ASSUMPTION
Write the most critical assumption you are
making about your idea at this time, for which
you have the least amount of evidence.

Place a single 3x3 sticky note in each box.

Proceed down each LOOP column.
Record your progress over time

HYPOTHESIS
If we do X, then Y% of customers
will behave in way Z

A specific, measurable description of your

Leap of Faith Assumption.

Build the absolute minimum required to test

your hypothesis, as fast as possible.

EXPERIMENT
Dont just confirm, learn. Include ways to
capture surprises, as well as real behavior
important to your idea.

Action speaks louder than words

BEHAVIOR
Measure real customer behaviors associated
with your hypothesis. Encourage currency
exchange when possible. No surveys!

Commit to a minimum success threshold

TARGET METRIC
Choose a number high enough to get you and
your team excited if true, and relative to the
experiment you are conducting.

Run your experiments as quickly and frugally as possible.

What did behaviors did you observe?

Record the actual metrics generated during

your experiment, paying close attention to
new behaviors and surprises.

What actually happened?

ACTUAL RESULTS

WHY?
Record the observable behavior, live
feedback and reactions you witnessed
firsthand, which influenced the actual results.

Insights change the way we think about our

customers or your idea.

NEW INSIGHTS
Record the new information you generated
during this experiment, as well as unique
observations made in the field.

What new evidence did you generate?

Take your next step - move forward

DECISION
Look for a trend in your evidence over time.
No single experiment holds all the answers.
Iterate? Persevere? Pivot?

Copyright 2014 Moves the Needle All Rights Reserved

Is your decision based on the evidence you generated?

LEAN EXPERIMENT MAP

Launch your experiment.

LOOP

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Go to next loop

Discuss what you learned.

Launch your experiment.

LOOP

Version 2.0 | Copyright 2014 Moves the Needle | All Rights Reserved | www.MovesTheNeedle.com

Discuss what you learned.

Go to next loop

TRACK YOUR EXPERIMENTS OVER TIME IN A HIGHLY VISIBLE FORMAT

Go to next loop

GROWTH ENGINE

PASSIONATE

MVP

PERSONA SEGMENT:

FUNNEL

DATE:

Organization Action

CONVERSION

CONVINCED

Audience Action

TRUSTING

DISCOVER, TRACK, AND ITERATE YOUR VALUE STREAM

HOPEFUL

Organization Action

Audience Action

INTRIGUED

VALUE STREAM MATRIX

ORGANIZATION:

SATISFIED

Audience Action

ACQUISITION

Brant Cooper & Jeremiah Gardner

Audience Action

AWARE

Organization Action

Result:

Organization Action

Result:

Result:

Audience Action

Result:

Result:

Organization Action

Result:

Result:

Audience Action

Result:

Result:

Organization Action

Result:

Result:

Audience Action

Result:

Result:

Organization Action

Result:

DESIGNED BY:

From The Lean Brand | LeanBrandBook.com | #TheLeanBrand

Version 1.0 | Copyright 2014 Moves The Needle | All Rights Reserved | www.MovesTheNeedle.com