What We Do:

We can help you become an explanation specialist.

Common Craft Membership

Start your life as an explainer with Common Craft Membership. Prices start at just $49 per year. It provides:


Make your presentation or video remarkable with 800+ digital images in Common Craft Style, plus Know-How resources for using them.

Download a Sample

Ready-made Videos:

Educate others with 50+ ready-made video explanations that you can embed on your website or download for offline use.

Test embedding a video

We Wrote the Book on Explanation

The Art of Explanation

A book by Lee LeFever

The Art of Explanation will help you become an explainer.

Learn More

Need a Video for Your Product?

The Explainer Network

Our network of custom video producers can create short, animated videos that make your product or service easier to understand.

Find a Producer

This blog is where we announce new videos & talk about the power of explanation & the change it can create. 

Making Personas More Powerful

Reach Customers Online pointed me to George Olsen's article on Boxes and Arrows: Making Personas More Powerful: Details to Drive Strategic and Tactical Design. It's a comprehensive look at developing and using personas- and fills in gaps left by the father of personas: Alan Cooper.

I've posted before about a project I'm working on that is using Contextual Inquiry (ethnography) as a way to build a usable distributed learning resource. As part of this process we've created personas that represent our archetypal users.

Just a few days ago, we got our personas laminated -- a final step to give them a more permanent and formal feel. The team is growing and we're working through feature specifications, so the personas are on our mind a lot. The article above was a great refresher for this phase of the project.

See also by George Olsen: Persona Creation and Usage Toolkit (18 page .pdf)