Buyer personas are one of those consumer marketing constructs that the clueless keep trying to graft onto B2B services. A persona is a fictional character that’s supposed to represent your ideal buyer. It’s not the same thing as a target buyer. “The risk officer of a multinational property and casualty insurance company” is an example of a […]
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Clients Might Set Up Their Own Ubers for Accounting
This story is interesting. Some believe the accounting profession is under threat from online labor platforms. The author argues that these worries are unfounded because accounting services are too personal, complex, and so forth for an “Uber for accounting” to succeed. There actually are several Ubers for accounting already. One of them, Countup, claims it […]