Target Audience · The profile · Component
The situation
What their week looks like, what they are measured on, and what constrains them — the content that actually predicts behaviour.
The deliverable
What it is
Situational content predicts behaviour; descriptive content does not. What someone is measured on tells you what they will prioritise; their age does not.
The single most useful field is what they have already tried, because that is what any offer has to displace.
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 context
What their working situation is.
3 attributes: Responsible for · Measured on · Source
LearnThe constraints
What limits what they can do.
3 attributes: Budget authority · Constraint · Must consult
LearnThe current solution
What they do about the problem today.
3 attributes: Current solution · Satisfaction · In place for
Learn
What someone is measured on predicts their priorities. Their age and job title mostly do not.
The other components in the profile
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.
LearnThe evidence
What the profile is built from, and when it was gathered — because a profile assembled in a workshop describes the team.
Learn