Be Passionately
Curious

IF YOU TRY TO TARGET EVERYONE, YOU’LL TARGET NO ONE.

Creating a persona (or two) will allow your entire team to comprehend and empathize with your target audience(s). A well-developed persona should guide your team in everything they do—from product design to advertising to frontline customer service.

What to do:

❶ Create a fictional character that exemplifies your ideal target or candidate. Give them a name and find a
photo or series of photos that represent them.
❷ Give this persona a specific age.
❸ Decide if they are married or not, whether they have a degree, what their job is, and who they live with.
❹ These are the most important points to determine: define their wants, needs, and fears.

Understanding what motivates and frustrates your target audience will let you see what exactly makes them different from everyone else in the market with the same demographic. This will inspire continual innovation in your business—in every role, company-wide.

The deeper you can understand your persona and the insights they have to offer, the further you will be able to push your ideas.