The High-Expectation Customer

Within the personas who loved Superhuman, the team went one level deeper using Julie Supan's concept of the high-expectation customer: the most discerning person in your target segment, the one who will get the most out of the product and tell everyone about it.

Superhuman named her Nicole. She handles 100 to 200 emails a day, works long hours, chases inbox zero and rarely gets there, feels that fast response times are part of her job, and considers herself the kind of person who invests in getting better at her craft.

The persona sounds like a marketing exercise. It isn't. It's a decision filter. Every roadmap debate, every piece of copy, every onboarding choice gets tested against one question: does this serve Nicole?