Field Notes: Burying Personas, Finding People (Andy Halko)

This reflection was inspired by my conversation with Andy Halko on The Growth Signal. Andy’s hot take (that personas are dead) pushed me to look hard at some of the assumptions I made when starting TruVue.In this Field Notes episode, I pull back the curtain on what it felt like to realize we were building for an audience that wasn’t actually ready for what we thought they needed. I talk about why solving a problem nobody is begging you to solve is a dead end, how painful it is to admit when you’ve gotten it wrong, and why narrowing your focus feels scary but creates momentum.It’s a messy, unpolished voice note about pivoting, listening harder, and remembering that sometimes the most “revolutionary” move is the simplest one: actually talking to your customers.Why listen:If you’ve ever bet on the wrong ICP, wrestled with the fear of narrowing, or wondered why customers aren’t “clamoring” for your solution, this reflection will hit home. It’s about honesty, traction, and finding the courage to choose who you’re really for... and who you’re not.