What it is
Focus on purchasing triggers, budget constraints, objections, and success criteria. Often distinct from end-users, especially in B2B.
Concrete example
“Owner Oliver, 10–20 tech service business owner” with buying triggers like “adding a second crew” and key objections.
When to use it
Before a pricing change, a new tier launch, an outbound motion, or a sales enablement refresh.
What Product Joi delivers
Buyer personas with triggers, evaluation criteria, objections, decision process, and the artifacts they need to say yes.
Turnaround
48 hours
Format
Decision-first doc
Reviewed by
Senior product lead