Market Mode

Personas

A persona is a detailed, evidence‑backed profile of one buyer role inside an ICP. Persona X builds each one from your Knowledge Bank and market research, then keeps it live — flagging it whenever the strategy it was built from changes underneath it.

Persona detail overview page showing job to be done, ICP, segment tags, and Talk to / Take action buttons
A persona's Overview tab. The strip of avatars along the top switches instantly between every persona in the project.

Opening a persona

Open any persona from its card on the Strategy page (Top Personas, or from inside an ICP's detail view). The persona page has a carousel of every persona in the project running along the top — click any avatar to jump straight to their profile without leaving the page — and a Manage personas button for bulk edits.

Each profile is organized into three tabs, listed in an "On this page" panel:

  • Overview — role, job‑to‑be‑done, ICP and segment tags, and the persona's action buttons.
  • Who they are — the empathy map and buyer‑trait dimensions.
  • Their journey — the external buying reality, decision process, current solutions and gaps, and emotional motivators.

Overview actions

Talk to [Persona]

Opens a live, in‑character chat with the persona. Ask what keeps them up at night, how they'd evaluate your product, or what messaging would resonate — Persona X answers from that persona's profile and evidence.

Take action

Jumps to acting on this persona directly — generating an artifact or content targeted at them.

See what online discussions say on Signals

Links out to the Signals page, pre‑filtered to what public discussions are saying about buyers like this one.

Star / favorite

Pins the persona so it's easy to find again from the top‑of‑page carousel.

Who they are: the empathy map

Every persona gets a classic four‑box empathy map — Thinks, Feels, Says, and Does — written in the persona's own voice. Each statement carries an evidence tag: Grounded in evidence (backed by a real source) or Assumed / not yet corroborated (a reasonable starting hypothesis Persona X hasn't confirmed against a source yet).

Buyer‑trait dimensions

Below the empathy map, a radar chart plots the persona across buyer‑trait dimensions such as Budget authority, Decision speed, Risk tolerance, Technical depth, Evidence orientation, and Change appetite, each scored 1–5. A summary line under the chart shows how many of those scores are grounded in evidence versus assumed, and you can Add dimension to extend the model for a given persona.

Under the chart, statements are grouped by confidence tier — for example a set labeled Assumed with a note that they were "generated at onboarding and never confirmed," organized by category (psychographic behavior, and so on), each editable in place.

Their journey

The journey tab describes how this persona actually buys, written as connected narrative blocks:

  • External buying reality — who else is in the room: primary and secondary buyers, and where finance/IT act as gatekeepers.
  • Decision‑making process — how they evaluate a tool like this one, and what their strongest internal test is.
  • Current solutions & gaps — what they use today (CRM fields, manual research, point tools) and specifically where that breaks down.
  • Emotional motivators — what confidence, control, or credibility means for someone in this role.

Sources

A Sources panel alongside the profile lists the specific documents, articles, and research that informed it — each with its own preview and a Show all link for the full list (often dozens of citations across a persona's whole profile).

When a persona feels out of date A yellow banner reading "Generated before your current research" means something upstream (the GTM Brief, an ICP, or new Knowledge Bank evidence) changed after this persona was built. Use See what changed to review the diff, then I've reviewed this to clear it — the persona itself doesn't auto‑rewrite without your sign‑off.

Regenerating or adding personas

From Manage personas you can generate a fresh batch: Persona X re‑analyzes your GTM Brief, Knowledge Bank, and current market signals (2–5 minutes), then presents each candidate for you to Accept (add to the strategy), Combine (merge with an existing, overlapping persona), or Reject (discard). This is the right move when your market has shifted, you want alternative options, or an existing persona no longer feels accurate.