This is a great piece John Collery! I’m going to tuck this nugget away for future reference for sure!
It made me think a lot about the front-end work of the Value Proposition Design (VPD) method outlined in the book of the same title.
It seems like this stage of the work ends up creating a robust proto-persona. Do you then refine your personas further?
Do you see any relationship between VPD and your work?