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Where the weirdos roam

October 02, 2020

An illustration of two purple buffalo on a pink background, one with big googly eyes.

I wrote this piece for our Find Your Weirdos project at &yet.

“It’s easy to create a “customer persona” or a “user journey” to inform your product, marketing, and sales decisions. It’s much more challenging to actually understand the person you’re doing all of this for. There are two ways that focusing on weirdos makes this much easier.”

(The buffalo image is by my teammate Lynn Fisher, inspired by my public Roam project. “Where the buffalos roam”…get it?)


I’m a student and teacher of people-first growth. Having spent the major part of the last two decades building weird businesses that tried to be good for humans, I'm now working privately on a few experimental projects and cultivating this little digital space of mine.

If you're new here, I'm working on my second book, People-First Growth (slowly, slowly said the sloth), and I’m sharing what I learn in my newsletter. If you geek out on digital gardening, I share mine publicly on Roam. You can say hi on Twitter or by email.

You can also read my first book, Gather the People, originally released in 2015 and updated in 2020 (what a year for a book release). It's a human approach to marketing for people who would rather make what they love than persuade people to buy it. If that's you, I hope it helps.