Whether created for B2B, B2C or DTC, buyer personas provide three powerful benefits. 1.Focus 2. Alignment 3.Direction -- They get everyone on your team on the same page, moving in the same direction, trying to reach the same destination. This is true regardless of company size or growth stage. Startups benefit because they know who to target and how to target them. Scale-ups get more consistency and predictability from their established sales and marketing process. Large, well-established organizations benefit because eventhe best companies get complacentand periodically need to re-think who they are targeting and how they target their buyers