Damn. All That Data and STILL No Feeling.

I've read some truly beautiful research decks. Personas with names. Quotes. Stats. A slide that says (in bold animated type) what the audience really wants.

Then you meet one person from that audience and run it back to them. You can see it on their face: "Ehhh, that's not really it" or "Are you a bot?!"

Ooop! I love that face.

Because knowing stuff about people and understanding them are two completely different things. The research might be brilliant. The data could be precise. And somehow, you still haven't found what a person would gravitate toward.

That's how you end up on concept revision five when the words were never really the problem. The team has the facts, but nobody's agreed on what it all means yet. And, oddly, that gets me excited.

I've found myself building the bridge between what a team knows and what people might actually care about. It's a challenge I kept choosing. So I finally built a practice around it.

A Side of Greens is for teams that know everything about their audience and still haven't found what makes people care.