This is critical. As a marketer, I've seen - far too often, mind you - a severe disconnect between the perception of one's customers, and the reality. Not sayi

This is critical. As a marketer, I've seen - far too often, mind you - a severe disconnect between the perception of one's customers, and the reality. Not saying that you need to have full personas, in which you include ALL motivations, demographics, customer journeys - the works - but it helps to have something on paper that you can refer to. The beauty of it is you can always change them!