Funny title that everyone reads and goes on with their comments. The article was saying Personas in their current form fail. Mainly, because the companies that

Funny title that everyone reads and goes on with their comments. The article was saying Personas in their current form fail. Mainly, because the companies that design professionals use them for are not being utilized together with the clients involvement. They aren't being translate throughout the entire design process, they are for understanding design reasoning, instead of always bringing up random things a customer may need, they are compacted into easy to id personas, and that is what they are for. Simple recall, for clients and designers to have a common vocabulary to talk about who we are solving problems for.