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The Learning Personas
The Organizing Personas
By: Tom Kelly
Presentation by: Rachael Bunn
The Building Personas
Constantly gathering new sources of information to grow and expand their knowledge. These personas are driven by the idea that no matter how successful a company is, no one can afford to be complacent.
These people observe human behavior and how they interact physically and emotionally with the things around them (products, services, and spaces).
They can re-frame problems in new ways, and practice the Zen principle of "beginners mind". Even if very knowledgeable in an area, they are willing to look past what they 'know', and have an open mind. This brings new learning and insights to the organization.
These people prototype new ideas constantly, learning by a process of trial and error. They calculate risk to achieve success through a state of 'experimentation of implementation'. These people don't need to be geniuses, and they embrace failure at the early stages to avoid big mistakes later on. They love to try different ideas and approaches. They want to make sure everything is faster and less expensive. They invite others to try out their works-in-progress and enjoy how fast they can take a concept from words, to sketch, to model, to a successful new product/service.
These people explore different industries and cultures and then combines those findings to fit to fit the unique needs of an organization. They can create something new through seemingly unrelated ideas or concepts. These individuals tend to have multiple interests and innovate by finding a clever solution in one context or industry, then translating it successfully to another. In many ways, is a collection of personas: The Anthropologist and The Experimenter.
Aware that even the best ideas must compete for resources, attention and time. These personas are knowledgeable about the often counterintuitive process of how organizations move ideas forward.
This person understands the path to innovation contains a lot of obstacles and develops a way to face and overcome those roadblocks. They love trying to do something that's never been done before. These individuals understand that you don't always have to face a challenge head on, and will sidestep the issue if possible.
This persona creates a diverse group of people and usually leads from the middle of the pack in order to create new combinations and multidisciplinary solutions. They bring people together to get things done. These people are willing to leap organizational boundaries to persuade others out of their "silos". These individuals are their group's cheerleader and values the team over the individual, along with the group's accomplishments rather than the individual's achievements.
These individuals gather a talented "cast and crew" while also helps bring out their creative talents. They motivate, inspire, and empowers their team members while also focusing on the bigger picture. These people allow others to take the "center stage", love finding new projects, rise to tough challenges and embrace the unexpected. Their main focus is to continuously move the "production" forward in the direction of the goal.
Applying insights from the learning roles and channeling the empowerment from the organizing roles to make innovation happen, these personas are highly visible and are at the center of the action.
This persona focuses on creating unique experiences that connect on a deeper level with the customer's expressed needs. Their experience allows them to stand out amongst others and tries to engage your senses, incorporating sounds, smell or taste when possible. These individuals try to take something ordinary and turn it into something extraordinary.
These individuals sets a stage on which innovative team members can do their best work by creating work environments that celebrate the individual and stimulate creativity. In order to promote continuous innovation and creativity, they make changes to the physical space that balance both private and collaborative work opportunities.
This Persona builds on a metaphor of a healthcare professional to provide customer care that goes beyond service. Through empathy, they work to understand each individual customer and create a relationship. They anticipate customer's needs and are prepared to look after them. These individuals are the foundation of human powered innovation and show rather than teach. They guide the client through the process to provide them with a comfortable, human-centered experience. Caregivers take extra pains in order to understand each individual customer.
These individuals capture other's imagination by using compelling narratives of initiative, hard work and innovation. They help build individual morale and external awareness by portraying accounts that communicate a fundamental human value or reinforce a specific cultural trait. They go beyond regular speaking to work in the medium that works best for their skills, this could include: video, narrative, animation, and even comic strips. The Storyteller can spark emotion and action, transmit values and objectives, foster collaboration, create heroes, and lead people and organizations into the future.