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HERO

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DESCRIBE
YOUR USER'S
LIFE

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YOUR USER
IS THE FIRST
CHARACTER
OF YOUR STORY	
  

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  1. 1. HERO
  2. 2. DESCRIBE YOUR USER'S LIFE
  3. 3. YOUR USER IS THE FIRST CHARACTER OF YOUR STORY  
  4. 4. YOUR USER IS THE TRUE HERO  
  5. 5. YOUR USER IS WHO YOUR BRAND SHOULD CONNECT TO  
  6. 6. YOUR USER IS WHO YOUR BRAND SHOULD TALK TO  
  7. 7. YOUR USER IS WHO YOUR BRAND SHOULD INTERACT WITH  
  8. 8. YOUR USER IS WHO YOUR BRAND SHOULD CARE FOR  
  9. 9. YOUR USER IS WHO YOUR BRAND SHOULD EMPOWER  
  10. 10. Therefore, IT IS CRUCIAL FOR YOU TO KNOW HOW YOUR USER THINKS  
  11. 11. Therefore, IT IS CRUCIAL FOR YOU TO KNOW HOW YOUR USER TALKS  
  12. 12. Therefore, IT IS CRUCIAL FOR YOU TO KNOW HOW YOUR USER ACTS  
  13. 13. THE BETTER YOU KNOW THEM THE DEEPER   THE CONNECTION   WILL BE
  14. 14. HOW DO YOU CHOOSE YOUR USER
  15. 15. FOR SOME IT'S OBVIOUS: IT'S JUST THE AVERAGE USER OF YOUR PRODUCT
  16. 16. FOR OTHERS IT'S TRICKY: IT CAN BE THE EARLY ADOPTER VS. THE MAINSTREAM TARGET
  17. 17. FOR OTHERS IT'S TRICKY: IT CAN BE THE END USER VS. THE BUYER
  18. 18. FOR OTHERS IT'S TRICKY: IT CAN BE ONE SEGMENT VS. ANOTHER SEGMENT
  19. 19. HERE IS SOME RATIONAL TO HELP YOU DECIDE
  20. 20. Even though you might pivot one day CHOOSE THE FIRST USER YOU'RE ADDRESSING NOW
  21. 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. 22. If you have multiple users in mind CHOOSE THE USER WHO IS THE EASIEST TO REACH FIRST
  23. 23. OR CHOOSE THE USER WITH THE LARGEST MARKET which means more opportunities
  24. 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. 25. OR CHOOSE YOURSELF if you're trying to solve a problem you've personally experienced
  26. 26. BUT DON'T CHOOSE A MEDLEY OF SIMILAR PERSONALITIES the risk of ending up with a cliché would be too high.
  27. 27. CHOOSE A REAL PERSON
  28. 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. 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. 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. 31. HOW TO MAKE THE MOST OUT OF THE 1ST EXERCISE
  32. 32. STEP INTO YOUR USER'S SHOES
  33. 33. DEEP DIVE INTO THEIR EMOTIONS
  34. 34. CONNECT WITH THEIR LIFESTYLE
  35. 35. CONNECT WITH THEIR WORLDVIEW
  36. 36. CONNECT WITH THEIR EXPERIENCE
  37. 37. UNDERSTAND WHAT IS TRULY IMPORTANT IN THEIR LIFE
  38. 38. UNDERSTAND WHAT IS TRULY IMPORTANT IN THEIR WORK
  39. 39. NOW DIVE IN

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