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Jonathan Lovatt-Young
Stop wasting your time creating features based on assumptions. Start out-performing competitors through meeting goals
Updated on Sep, 2026
Business, Sales, CRM
Duration - 1.5 hours
Training 5 or more people ?
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Organizations struggle to make the best decisions as they have a host of deeply held assumptions about their customers.
This naturally leads to:
Avoiding the persona trap
Don’t make the mistake of creating hypothetical personas. They don’t provide permission for change, as they’re simply made up. Without the depth of trusted insight, your stakeholders can and will ignore you.
Conducting research properly can be a time-consuming exercise, but a rewarding one. But this is only a quarter of the story. Simply executing your research and issuing profiles will most likely lead to business as usual.
You need to concentrate on changing hearts and minds and know how to mitigate against the numerous risks. This course has been specifically created to address the effectiveness of developing and implementing profiles.
Focused on what matters
There’s no ‘what is a persona?’ or long-winded explanations - you don’t have time for that. It’s straight to the point with specific lectures and tools in just over 90 minutes, enabling you to:
Understand the hard numbers behind great customer experiences to powerfully convince your leadership why create such a tool
Conduct an audit of what’s in use today and start to change mindsets by unpicking assumptions about your customers
Have a comprehensive plan of activities and mitigate against common risks
Know the exact steps and methods to plan and conduct research yourself
Know what elements in your profiles are most useful, with a plan for rolling out across your organization.
If you’re at a mid-level in your role and looking to make a real impact to break through to the leadership level, this course is for you.
Check out the detailed breakdown of what’s inside the course
Jonathan combines 30 years of experience in digital design and brand strategy with user experience. He has led a number of high-profile agencies and consultancies including Tribal DDB, Accenture, and DigitasLBI. for a range of high-profile clients many of which have been on their own digital transformation journey. He often works with his clients directly on a one-to-one basis.
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