<!-- B2B persona · from Chapter 01 of The Product 360 Handbook -->

# Persona · [Name], [Role]

**Type:** Proto (hypothesis) / Qualitative / Statistical   **Evidence:** [number of interviews, sources]   **Owner:** [PM]   **Last validated:** [Date]   **Retire by:** [Date or condition]

## Role in the deal
End user / Champion / Economic buyer / Technical evaluator / Procurement or legal / Partner

## Context
- Organization type and size:
- Team and reporting line:
- Tools they use today:
- What they're measured on:

## Job story
When [situation], I want to [motivation], so I can [expected outcome].

## Goals
1.
2.

## Pains (in their words)
- "[Quote]" (interview #, date)
- "[Quote]"

## Four forces
- Push (what's wrong today):
- Pull (the better future they imagine):
- Anxiety (what worries them about switching):
- Habit (what keeps them where they are):

## AI posture (AI products only)
Enthusiast / Pragmatist / Skeptic, with evidence:

## What they need from us to say yes
[Proof points, artifacts, controls, references]

## Buying jobs they own
Problem identification / Solution exploration / Requirements building / Supplier selection / Validation / Consensus creation