Catalina Butnaru

It's helpful to think of personas as fictional representations of buyers and users that tell the story of the top decisions, needs, and motivations that must be present for your product to retain customers. Segments tell the story of how developing clear use cases and meeting requirements make your product relevant in a market. Certain segments are more valuable because with them you're growing margins: the same marketing budget invested in these segments results in steadier growth and greater retention over time. Overarching both, the ICP tells the story of why focusing on the right segments will (a) shape market perception in your favor in a category and (b) give you the market insights you need to stay valuable and relevant when personas change and segments shift.