MBA930 Q&A Wednesday: I don’t get the whole customer avatar thing. Do I just make one up?

It’s marketing 101: the “customer avatar,” also known as the “buyer persona.” In theory, every business keeps an imaginary customer in mind when crafting...well, everything. From the product itself to the marketing content, everything is designed with the aim of pleasing this avatar, this stand-in for your potential customers. But who is this person? And how do you create them?