2. A DAY IN THE LIFE (BEFORE) The idea here is to describe a situation in which the user is stuck, with significant consequences for the economic buyer. The elements you need to capture are five: • Scene or situation: Focus on the moment of frustration. What is going on? What is the user about to attempt? • Desired outcome: What is the user trying to accomplish? Why is this important? • Attempted approach: Without the new product, how does the user go about the task? • Interfering factors: What goes wrong? How and why does it go wrong? • Economic consequences: So what? What is
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