After about a week of thinking about the who question, I sat down and created two customer avatars: one for the men I wanted to work with and one for the women I wanted to work with. For the women, I picked a name and wrote it down: Julie. Then I listed out the things I knew about the Julie that I wanted to serve. She is successful and driven; she has a message to share; she values her personal growth over money; and she’s already started a business and had some success, but wants to learn how to grow it. Next, I wrote down the name Mike. Next to Mike’s name, I wrote out the things I knew
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