The section on the right states the problem that the persona wants to overcome, the benefit the character wants to gain, or the job it wants to get done. Make sure you describe the goal from the persona’s perspective. Don’t formulate it based on what you think your product should do, or what it can do today. Make the goal specific and state it clearly. While it’s fine to list more than one problem or benefit, I recommend that you identify the main or primary reason for the persona to buy or use your product and state it at the top of the section. This creates focus and helps you make the right
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