.

1. HERO

2. DESCRIBE
YOUR USER'S
LIFE

3. YOUR USER
IS THE FIRST
CHARACTER
OF YOUR STORY

4. YOUR USER
IS THE TRUE
HERO

5. YOUR USER
IS WHO
YOUR BRAND
SHOULD
CONNECT TO

6. YOUR USER
IS WHO
YOUR BRAND
SHOULD
TALK TO

7. YOUR USER
IS WHO
YOUR BRAND
SHOULD
INTERACT WITH

8. YOUR USER
IS WHO
YOUR BRAND
SHOULD
CARE FOR

9. YOUR USER
IS WHO
YOUR BRAND
SHOULD
EMPOWER

10. Therefore,
IT IS CRUCIAL
FOR YOU TO KNOW
HOW YOUR USER
THINKS

11. Therefore,
IT IS CRUCIAL
FOR YOU TO KNOW
HOW YOUR USER
TALKS

12. Therefore,
IT IS CRUCIAL
FOR YOU TO KNOW
HOW YOUR USER
ACTS

13. THE BETTER
YOU KNOW
THEM
THE DEEPER
THE CONNECTION
WILL BE

14. HOW DO YOU
CHOOSE
YOUR USER

15. FOR SOME IT'S OBVIOUS:
IT'S JUST THE
AVERAGE USER
OF YOUR PRODUCT

16. FOR OTHERS IT'S TRICKY:
IT CAN BE
THE EARLY ADOPTER
VS.
THE MAINSTREAM TARGET

17. FOR OTHERS IT'S TRICKY:
IT CAN BE
THE END USER
VS.
THE BUYER

18. FOR OTHERS IT'S TRICKY:
IT CAN BE
ONE SEGMENT
VS.
ANOTHER SEGMENT

19. HERE IS SOME
RATIONAL
TO HELP YOU
DECIDE

20. Even though you might pivot one day
CHOOSE THE
FIRST USER
YOU'RE ADDRESSING
NOW

21. If the user is not the buyer
CHOOSE THE
END USER
& CREATE A SPECIFIC
COMMUNICATION
FOR THE BUYER
unless you're convinced the buyer
has no interest in seeing the user
happy about the product…

22. If you have multiple users in mind
CHOOSE THE
USER WHO IS
THE EASIEST
TO REACH FIRST

23. OR
CHOOSE THE
USER WITH
THE LARGEST
MARKET
which means more opportunities

24. OR
CHOOSE THE
USER WHO'S
THE MOST
INFLUENTIAL
think of the aura startups have on
big corporations or designers have
on hipsters…

25. OR
CHOOSE
YOURSELF
if you're trying to solve a problem
you've personally experienced

26. BUT
DON'T CHOOSE
A MEDLEY
OF SIMILAR
PERSONALITIES
the risk of ending up with a cliché
would be too high.

27. CHOOSE
A REAL
PERSON

28. Even though you're just starting
YOU KNOW
A FRIEND
WHO WOULD BE
THE PERFECT
EARLY USER
use what you personally know about
their lifestyle, emotions, dreams…

29. Even though you're just starting
YOU KNOW
A CLIENT
WHO WOULD BE
THE PERFECT
EARLY USER
if they're a friendly dude, ask them to
fill in the first 2 exercises…
or complete what you don't know with
what you read on LinkedIn groups

30. Even though you're just starting
YOU KNOW
A CELEBRITY
WHO WOULD BE
THE PERFECT
EARLY USER
I personally chose Ben Silbermann,
CEO of Pinterest, because he shares
a lot of intimate thoughts in interviews.

31. HOW TO MAKE
THE MOST
OUT OF THE
1ST EXERCISE

32. STEP INTO
YOUR USER'S
SHOES

33. DEEP DIVE
INTO THEIR
EMOTIONS

34. CONNECT
WITH THEIR
LIFESTYLE

35. CONNECT
WITH THEIR
WORLDVIEW

36. CONNECT
WITH THEIR
EXPERIENCE

37. UNDERSTAND
WHAT IS TRULY
IMPORTANT
IN THEIR LIFE

38. UNDERSTAND
WHAT IS TRULY
IMPORTANT
IN THEIR WORK

39. NOW
DIVE
IN