Build Propositions That People Buy and Products That People Use

Personas are one of the most familiar tools in product management. But they are also one of the most easily misunderstood. Too often, they become attractive templates full of demographic detail, but light on the insight needed to shape propositions, messaging, requirements and product decisions.

In this practical 45-minute masterclass, Louise May shares how to use personas as a proposition and product design tool, not just a customer empathy exercise.

She’ll explore the critical difference between the buyer, the chooser and the user. Confusing them leads to weak propositions, poor messaging and products that miss the mark. The buyer cares about return on investment. The chooser is under pressure to deliver outcomes. The user just needs the product to do its job.

Key takeaways:

• Understand what each persona needs to believe, feel or achieve.
• Create stronger propositions and messages for buyers and choosers.
• Build better products for users.

Date and time:

Wednesday 24 June 2026

12:00 UK

About our speaker:

Louise May is Director of Product Management at Product Focus. She has over 20 years’ experience in product management and consultancy. She has held head of product and director of product roles in several software companies and has worked in start-ups, scale-ups and multi-nationals. Her passion is recruiting, developing and coaching high-performing teams and watching people grow and be successful.

She is an advocate for lifelong learning and has been a teacher, a trainer, a (hobby) sports coach and a mentor. Her role at Product Focus is to develop a professional development programme for product managers to support them throughout their career.