Explore the decision-making process behind choosing Drupal in this 17-minute conference talk from DrupalCon Lille 2023. Delve into the findings of the "Promote Drupal" group's research on Drupal personas, utilizing UX and content design concepts such as Jobs To Be Done, journey mapping, content priority guides, and usability testing. Discover how these insights can be applied by anyone in the Drupal community to effectively market the platform. Learn practical empathy techniques to reframe Drupal's strengths, strategies for dispelling myths and misconceptions, and how to leverage behavioral psychology to influence choices and change minds. Gain valuable knowledge on promoting Drupal through an ecosystem-led, human-centered approach that goes beyond Drupal.org.