Background (Age/ Gender/ Location/ Assets/ Resources/ Skill Sets/ Knowledge/ Beliefs/ Biases/ Industry/ Vertical/ Role/ Title/ Employees/ Income)
- Current Situation (Problem/ Challenge/ Struggles/ Pain/ Fears)
- Desired Situation (Dreams/ Goals/ Hopes/ Desires)
- Failure (Problem/ Effort, Results/ Pain, Consequence/ Perceived Problem, Perceived Problem Solution, Results)
- X
What Do They Like About The Solutions?
- Like
What Do They Dislike About The Solutions
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- Dislike
Why do they do what they do?
- Belief they hold
What experiences do they have that form this belief?
- Experiences
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