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Marty Cagan states that Product Management is all about choices and that Personas are an apt tool to help you make important decisions. It was Designers who first started employing Personas after the publication of the landmark User Experience book, “The Inmates are Running the Asylum”. But the benefits of Personas soon became clear to others, including Marketers and Product Managers. Amongst their many benefits is the ability to better prioritize and visualize different types of customers and end users. However, there are pitfalls to avoid. For example, make sure you don’t delegate the task and rely on assumptions and stereotypes of your users.