Buyer persona is so critical when making key marketing decisions. It helps you remove the clutter and noise and focus on what is important to this “muse”. We like to give our personas a name and look and this persona is our ideal customer, our muse. We always ask questions like, “What do you think Lisa looks for when she’s buying a statement jewelry piece? How will she wear it with her existing wardrobe?” Forcing the answers to questions like this helps bring clarity to what the marketing message should be.