Process and organisation
A negative persona is the persona, in the marketing sense, that describes the customer a company does not want to attract, because it does not fit the product or gets no value from it.
Defining it helps focus budget and sales time on promising contacts, recognise quickly who will not buy, avoid customers who cost more than they bring in, and sharpen the message so it attracts the right people. By contrast, it clarifies who the target persona is.
An example
For software aimed at structured companies, the negative persona is the freelancer looking for a free tool.
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