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Personas help us ensure that our advertising doesn't fall on stony ground

"Ready, fire, aim". When reading these words you will most probably feel that something isn't quite right. We should say "ready, aim, fire". The reason why the mangled phrase is used by teachers of strategy is because many managers are too quick to fire. We choose frameworks under pressure to quickly sort problems. We look for an instant solution. It is tempting to pick a framework off the shelf, fire with it and suffer the consequences at leisure. Some believe that “ready, f