What problem are they trying to solve?

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Describe the challenge, need, frustration, or goal that made them start looking for a product or service.

Think about:

• What feels harder, slower, more expensive, stressful, or confusing than it should?

• What are they trying to improve, avoid, accomplish, or make easier?

• What is missing from their current experience?

• Why would they begin looking for a solution now?

  Example for product businesses: "A busy parent does not have enough time to prepare healthy meals every day and wants a convenient option for their family."

  Example for services businesses: "They are making money but do not have a clear process for attracting, following up with, and converting leads."

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What finally made them take action?

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Describe the moment, event, frustration, need, or opportunity that caused them to stop waiting and begin looking for a solution.

Think about:

• What changed or became more urgent?

• What happened that made the current situation harder to ignore?

• Was there a deadline, special event, new responsibility, or unexpected problem?

• Did they become tired of trying to solve it on their own?

• What made them decide, “I need to do something about this now”?

  Example for product businesses: "A parent waited until two weeks before a birthday and needed to quickly find a meaningful, personalized gift.."

  Example for services businesses: "They missed opportunities, lost potential clients, or realized they were spending too much time putting out fires."

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What have they already tried before coming to you(r) business?

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Describe the products, services, tools, strategies, or workarounds they used before finding your business.

Think about:

• What have they already purchased, used, researched, or attempted?

• Did they try solving the problem on their own?

• What worked temporarily but did not fully meet their needs?

• What frustrated or disappointed them about previous options?

• Are they currently using a substitute because they have not found the right solution yet?

Example for product businesses: "A customer with sensitive skin tried popular beauty products and recommendations from social media, but continued experiencing irritation."

Example for services businesses: "They tried free advice, social media tips, new software, or doing everything themselves."

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What result are they really looking for from your product or service?

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Describe the outcome, improvement, experience, or feeling they hope to have after choosing your business.

Think about:

• What do they want to be easier, better, faster, clearer, or less stressful?

• What do they want to accomplish, enjoy, avoid, or feel?

• How would their life, business, routine, or experience improve?

• What would make them feel satisfied with their decision?

• What would cause them to say, “This was exactly what I needed”?

Example for product businesses: "A parent wants to give a meaningful, personalized gift that makes the recipient feel special."

Example for services businesses: "They have a clear customer journey, consistent follow-up, predictable sales, and more confidence in their decisions."

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