---
title: "Personas: Why Most Are Useless (And What to Do Instead)"
description: Transform your approach to buyer personas by focusing on decision-making processes instead of mere demographics for better marketing and sales alignment.
image: https://www.dkind.co.uk/hubfs/persona.webp
---

[Skip to content](https://www.dkind.co.uk/blog/personas-why-most-are-useless-and-what-to-do-instead#main-content)

[![DKIND Advisory Marketing](https://www.dkind.co.uk/hs-fs/hubfs/DKIND-Logo.png?width=1000&height=225&name=DKIND-Logo.png)Homepage](https://www.dkind.co.uk/)

- [Home](https://www.dkind.co.uk)
- [Services](https://www.dkind.co.uk#services)
  
    - [Clarity Sprint](https://www.dkind.co.uk/clarity-sprint)
    - [Growth Advisory](https://www.dkind.co.uk/growth-advisory)
    - [Fractional Marketing](https://www.dkind.co.uk/fractional-marketing)
    - [Creative Services](https://www.dkind.co.uk/creative-services)
- [Approach](https://www.dkind.co.uk/the-approach)
- [Blog](https://www.dkind.co.uk/blog)
- [Contact](https://www.dkind.co.uk/contact)

[Start a conversation](https://www.dkind.co.uk/contact)

- [Home](https://www.dkind.co.uk)
- [Services](https://www.dkind.co.uk#services)
  
    - [Clarity Sprint](https://www.dkind.co.uk/clarity-sprint)
    - [Growth Advisory](https://www.dkind.co.uk/growth-advisory)
    - [Fractional Marketing](https://www.dkind.co.uk/fractional-marketing)
    - [Creative Services](https://www.dkind.co.uk/creative-services)
- [Approach](https://www.dkind.co.uk/the-approach)
- [Blog](https://www.dkind.co.uk/blog)
- [Contact](https://www.dkind.co.uk/contact)

[Start a conversation](https://www.dkind.co.uk/contact)

![](https://www.dkind.co.uk/hs-fs/hubfs/persona.webp?width=2000&height=1331&name=persona.webp)

# Personas: Why Most Are Useless (And What to Do Instead)

![DKIND](https://app.hubspot.com/settings/avatar/d41d8cd98f00b204e9800998ecf8427e)

 DKIND

August 31, 2026

 

If Your Personas Sit in a Slide Deck, They’re Not Working

**Intro:**  
Most businesses have personas.

They’re just not useful.

Because they focus on who the person is — not how they think or buy.

**The Problem with Traditional Personas**

You’ve seen them:

With details like:

None of this helps you win a deal.

**What Actually Matters**

You don’t need more detail.  
You need the right detail.

Focus on:

That’s it.

**A Better Way to Build Personas**

Instead of profiles, build **decision maps**.

For each key role:

Example:

**Founder / CEO**

Now your messaging writes itself.

**Why This Changes Everything**

When personas are clear:

**The DKIND Take**

You don’t need more personas.

You need alignment.

If marketing, sales, and leadership don’t see the customer the same way, performance suffers.

**Simple Test**

If not, your personas are surface-level.

If you want help cutting through the noise and focusing on what will actually work, get in touch

[Get in touch and let's simplify it](https://www.dkind.co.uk/contact)

## Share this post

<https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.dkind.co.uk%2Fblog%2Fpersonas-why-most-are-useless-and-what-to-do-instead><https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.dkind.co.uk%2Fblog%2Fpersonas-why-most-are-useless-and-what-to-do-instead><https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.dkind.co.uk%2Fblog%2Fpersonas-why-most-are-useless-and-what-to-do-instead><https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fwww.dkind.co.uk%2Fblog%2Fpersonas-why-most-are-useless-and-what-to-do-instead>[mailto:https%3A%2F%2Fwww.dkind.co.uk%2Fblog%2Fpersonas-why-most-are-useless-and-what-to-do-instead](mailto:https%3A%2F%2Fwww.dkind.co.uk%2Fblog%2Fpersonas-why-most-are-useless-and-what-to-do-instead)

## Keep reading

### [![product marketing value proposition](https://www.dkind.co.uk/hs-fs/hubfs/working-in-marketing.jpg?width=6522&height=4330&name=working-in-marketing.jpg) Product Marketing: Why Your Value Proposition Isn’t Landing](https://www.dkind.co.uk/blog/product-marketing-why-your-value-proposition-isnt-landing)

### [![looking at marketing challenges](https://www.dkind.co.uk/hs-fs/hubfs/things-look-at-first-marketing.jpg?width=1000&height=527&name=things-look-at-first-marketing.jpg) The 3 Things I Look at First in Any Marketing Function](https://www.dkind.co.uk/blog/the-3-things-i-look-at-first-in-any-marketing-function)

[![DKIND-Logo-invert](https://www.dkind.co.uk/hs-fs/hubfs/DKIND-Logo-invert.png?width=200&height=45&name=DKIND-Logo-invert.png "DKIND-Logo-invert")](https://www.dkind.co.uk/)

[Clarity Sprint](https://www.dkind.co.uk/clarity-sprint)  
[Growth Advisory](https://www.dkind.co.uk/growth-advisory)  
[Fractional Marketing](https://www.dkind.co.uk/fractional-marketing)  
[DKIND Creative](https://www.dkind.co.uk/creative-services)

About DKIND  
[Our Approach](https://www.dkind.co.uk/the-approach)  
[The Blog ](https://www.dkind.co.uk/blog)

[Privacy Policy](https://www.dkind.co.uk/privacy-policy)  
[Website T&Cs](https://www.dkind.co.uk/website-terms-and-conditions)  
[Cookie Policy](https://www.dkind.co.uk/cookie-policy)

[Let's start a conversation](https://www.dkind.co.uk/contact)[Connect on LinkedIn](https://www.linkedin.com/in/daniellekinsella/)

© 2026. All rights reserved.

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "DKIND",
    "url" : "https://www.dkind.co.uk/blog/author/dkind"
  },
  "dateModified" : "2026-08-31T04:00:00.357Z",
  "datePublished" : "2026-08-31T04:00:00.000Z",
  "headline" : "Personas: Why Most Are Useless (And What to Do Instead)",
  "image" : [ "https://www.dkind.co.uk/hubfs/persona.webp" ],
  "mainEntityOfPage" : {
    "@id" : "https://www.dkind.co.uk/blog/personas-why-most-are-useless-and-what-to-do-instead",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://www.dkind.co.uk/hubfs/DKIND-Logo.png"
    }
  }
}
```