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A business persona can be defined as the profile of a product's typical customer. Each business can have multiple personas and they should be at the center of the whole marketing strategy.

Most of the time, the rush to get a product to the market or the assumption that a business knows its own customers leads to expensive mistakes. In the best-case scenario, businesses are still profitable but might be overpaying on conversions for not having a persona built.

Source: Entrepreneur

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