So before you prioritize what needs to be done for your business, you need to define the character, the user, the customer—the person who’s going to use what you’re going to do. You need to know their likes, dislikes, passions, enthusiasms, frustrations, and joys. And then you need to understand their motivations. How do those character types feed what they want? Why do they need a car? What are they going to do with that captain’s log?
