Why I’m quitting traditional buyer personas.

“Once I figure out what to do with my dining room table, I’ll be free to move.”

But what sort of impact does a table have on a major life decision like buying a condo?

As innovation consultant Bob Moesta found out, quite a lot.

The table helped shape the winning offer – which included more than just the condo.

And the table provided critical insight into the condo buyers’ mindset.

And yet, a detail like a dining room table isn’t something you’d typically find on most marketers’ beloved buyer persona and ideal client

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