... sketch is in the concept, not in the execution. By the way, this doesn’t mean that they have no value or that you always dispose of them. Rather, their value largely depends on their disposability. ... to see the factoids from all data sources. By the time the assimilation exercise is complete, everyone on the core team will have been exposed to the data and to the inherent patterns, themes, ... creations in the original sense of persona. Personas are defi ned by their goals, at the same time as the goals are defi ned by their personas. Hence, personas and goals are discovered at the same...