In many organizations, learning projects start with the best of intentions: content is curated, tools are selected, formats are planned \u2013 but in the end, the crucial question often remains unanswered: “For sales,” “for executives,” “for everyone with customer contact” \u2013 that sounds sensible at first. In practice, however, these formulations are too vague<\/strong> to design truly effective learning opportunities. <\/p>\n\n The solution: A sound persona concept.<\/strong><\/p>\n\n A persona concept describes representative users<\/strong> of a learning offering \u2013 not as statistical averages, but as vibrant, fictional individuals<\/strong> with clear characteristics, needs, challenges, and goals.<\/p>\n\n In contrast to pure target group definitions (“female, 35\u201350 years old, executive”), a persona creates clarity, focus, and empathy<\/strong>. It helps to concentrate on the essentials: <\/p>\n\n Instead of developing for “sales,” we prefer to think of:<\/p>\n\n “Newbie Nico” \u2013 32, career changer in field sales.<\/strong> A learning offering for Nico looks different than for\u2026<\/p>\n\n “Seasoned Ricarda” \u2013 48, experienced product specialist.<\/strong> A learning project for “sales” would not do justice to either of them.<\/strong><\/p>\n\n A common misconception: We define one persona \u2013 and then it fits everyone.<\/em><\/p>\n\n In reality, it quickly becomes clear: A learning project reaches different people with different prerequisites.<\/strong> A good persona concept helps to decide:<\/p>\n\n Those who consciously ask these questions save themselves later disappointment \u2013 and increase acceptance from the start.<\/p>\n\n 1. The persona is too general.<\/strong> 2. The persona is a clich\u00e9.<\/strong> 3. The persona becomes a pigeonhole.<\/strong> A persona concept is not “nice to have” \u2013 it is essential<\/strong> if learning offerings are to truly make a difference. So that you don’t have to start from scratch, we have prepared a ready-to-use persona template as a PowerPoint<\/strong> \u2013 for workshops, kickoffs, or for refining existing learning projects.<\/p>\n\nWhat is a persona concept \u2013 and why does L&D need it?<\/h2>\n\n
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A practical example (fictional \u2013 but realistic)<\/h2>\n\n
Why a persona concept rarely stops at just one persona<\/h2>\n\n
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Typical mistakes \u2013 and how to avoid them<\/h2>\n\n
Conclusion: Personas are not a decorative element, but a strategic tool<\/h2>\n\n
For further work: Our persona template<\/h2>\n\n