The other day, I was talking to a friend about the important difference between the buyer, customer, and user of your product.
For a product to be successful, we need to not only understand our personas, but we also need to understand their relationship to acquisition and usage of the product. While the end user of your product may be your ultimate customer, they may have almost no say in the decision making process of the purchase. So, to give your product the opportunity to be their amazing solution, it's good to take a moment to decide who the "real customer" will be at given stages.
