You may not need a persona right now. But you absolutely must be user-centric. Explore a pragmatic approach to understanding your users – particularly when scaling agile or transforming from waterfall.
You Don’t Know Jack (or Jill)
You’ve got some shiny new segmentation data about prospective customers; how much they earn, where they are located, how old they are. How does that help you make decisions about your product? You know this information, but you don’t really know your audience, or why they might become your customers.