Target Audience · The profile · Component
The decision
Who else is involved, and who can say no — because the person who uses a product is frequently not the person who buys it.
The deliverable
What it is
Decisions involving several people fail on the person nobody addressed. The user is enthusiastic, the buyer is convinced, and someone in finance or security stops it.
Each role cares about something different, and material written for one of them is frequently useless to the others.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The roles
Who is involved and what each does.
3 attributes: Role · Who typically holds it · Can stop it
LearnThe process
How the decision is actually made.
3 attributes: Process · Elapsed time · Where it stalls
Learn
The blocker is the role most often unaddressed and most often decisive. Usually finance, security or legal.
The other components in the profile
The situation
What their week looks like, what they are measured on, and what constrains them — the content that actually predicts behaviour.
LearnThe evidence
What the profile is built from, and when it was gathered — because a profile assembled in a workshop describes the team.
Learn