Never heard of personas? You might be surprised that personas have been right in front of you for years. Case in point: Jared, the Subway® guy. Sixteen years ago, Subway learned of Jared’s success losing 245 pounds by swapping fast food lunches for Subway meals. Jared was an exact match with one of the company’s target segments: working professionals, short on time that wanted to lose weight and eat healthy3. Subway struck gold when they turned a real customer, aligned with a key persona, into the franchise spokesperson. Sales tripled after Jared’s “oversized pants” became famous, growing from $3.1 billion in 1998, the year before Jared was introduced, to $11.5 billion in 20114.

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