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Enterprise Tech Personas Are Human Too

“That looks or sounds very consumer or small business.” — a dreaded phrase to Creative ears. This fearful voice often rings in alarm when copy is conceptual or attempting to relate to the reader in a more personal way. Art Direction suffers similar aspersions when work is too “designy” and metaphorical. An overly cautious approach is not new to the enterprise tech market. Agency folk have a long history of dancing with clients back and forth on the virtues of how to connect with people in…

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