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Background (Age/ Gender/ Location/ Assets/ Resources/ Skill Sets/ Knowledge/ Beliefs/ Biases/ Industry/ Vertical/ Role/ Title/ Employees/ Income)

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Current Situation (Problem/ Challenge/ Struggles/ Pain/ Fears)

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Desired Situation (Dreams/ Goals/ Hopes/ Desires)

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Failure (Problem/ Effort, Results/ Pain, Consequence/ Perceived Problem, Perceived Problem Solution, Results)

• X

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What Do They Like About The Solutions?

• Like

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What Do They Dislike About The Solutions

• Dislike

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Why do they do what they do? 

• Belief they hold

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What experiences do they have that form this belief?

• Experiences