Don't be Afraid to Try The Greatest Sport around - How to find your persona - Pt 2/11

Through the example of a Beach Boys song, Bill Aulet, Senior Lecturer at the MIT Sloan School of Management, explains what we will be learning about the Persona. This video is part of MIT's Online Entrepreneurship Course ► ENTREPRENEURSHIP 101: WHO IS YOUR CUSTOMER? Enroll Now ► ****** Learn More About Cannonball ► ****** About Raffaele Colella ► ****** Erdin Beshimov’s Bio ► ****** Bill Aulet's Bio ► ****** APPLY TO THE MIT ENTREPRENEURSHIP BOOTCAMP ****** ENROLL IN OUR MIT ONLINE COURSES ****** SUBSCRIBE TO OUR CHANNEL ****** SUBSCRIBE TO OUR PODCAST ****** CONNECT WITH US! Facebook ► ****** Twitter ► ******

When I was growing up, we used to cruise around in our cars going from basketball game to basketball game, listening to music on our eight track tape. And one of the bands we used to listen was the Beach Boys. And they had a song I'll never forget. And the lyrics when something like this. Don't be afraid to try the greatest sport around. Everybody tries it once. Catch a wave, and you'll be sitting on top of the world. Well, for us, this sport is entrepreneurship. And Raffa is trying to catch a wave and get to the top of the world. He's got a nice little surfboard, but will it work? All entrepreneurs experience what Raffa is going through right now. This is the quintessential part of the entrepreneurial experience. Those of you with a marketing background should be familiar with the concept of a persona. But for others, your persona is an end user who best exemplifies the end user profile. Think of the persona as that one customer who, if you won, you would get everybody else in the target customer profile. That's your persona. In this lesson today, based on Raffa's example, you're going to learn a few things. First of all, you're gonna learn the difference between the persona and the end-user profile and why you want both an end-user profile and a persona. Secondly, the important role that your persona plays in your company building process will be made very clear. And third, you will learn how to choose and build a persona.