Whilst I appreciate the sentiment of the article, I’m not sure the persona should find itself in…
Markus Smet

The only thing worse than not enough data, is wrong data.

Personas do not distinguish between what data are — and are not — relevant. Whats even worse, the designer is being fed irrelevant data and doesn’t even know it.

For example: As part of your persona, you have a picture of someone who is caucasian. That is a data point. Now, how is someone on your team going to interpret that data point? Will they ignore it? Or will they subconsciously think that they are designing a product for caucasians?

There’s no way to be sure.

This is why personas are awful. They are bad models, and people don’t even know it.