Customer segments can be unhelpfully broad. I prefer to focus on actual customers, and to hear their voice as authentically as possible.

The tool is powerful. I have never seen it not land. Every person gets engaged in the conversation, every time.

It's been 10 years, but I vividly remember sitting in my red-walled office at Cranium, laboring over this one slide.

Here's a systematic way to rally votes when you need to and strengthen your brand in the process.