**People. Fuck. We are an odd bunch.

Nonetheless, that is what this is all about — what businesses are all about, what markets are all about. People. Furthermore, “people” are not just your customers, but your employees, vendors, all who your business reaches.**

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the people (and personas) 👥

These are mental models used to best understand the thinking of your customers. Some will be real customers; some will be personas built over time to best represent the customer types and cohorts.

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