Thank you Marshall. :)

There are a few mindset shifts that need to go on for an org to fully integrate this approach. Mindset shifts can be hard, but not impossible. I've heard stories of people starting small, with a narrow framing to get the first set of archetype patterns from research. I've heard of people doing it on their own, without explicit permission, on their lunch hours three days a week. I have worked with many teams where a manager has the ability to run a medium-size research study, to get a broader set of thinking styles.

After the archetypes have emerged from the data, then people have started using them, and the eye-opening that happens justifies the work. Often more research is requested, as in the case with my example from the airline here. Just as often, the team gets laid off or the org merges with another, and the archetypes are lost. Reality, heh.

I speak about this a lot on my podcast guest appearances, if you are interested. https://indiyoung.com/explanations-sectionpage/#podcasts