Give an inspiring, true account of our user. Not everything you know smarty. Only what is important to the assignment. Think about what they are passionate about and how they behave (socially, digitally, culturally) in relation to the challenge we have set.
When you look at the brand, product, or service and you look at the target’s beliefs, behavior, or needs, where are the disconnects? Where are the tension points that need solving? What is keeping your audience from doing what you want them to do/believing what you want them to believe?
What do people think now and what do we want them to think? When you look at the brand, product, or service and you look at consumer belief, behavior, or need, where are the disconnects? Where are the tension points that need solving?
From: Current POV.
To: The POV we want to see.
