Unlike the outline, you want your story to unfold from the beginning to the end.

The person’s rationale behind identifying the problem and executing a solution. Describe how the customer is thinking before, during, and after each step of the sales/ conversion process.

Buyer Legends is a simple scenario narrative process that helps identify the gap between brand story and buyer experience.

The anti-goals that will put off a person.

Each Buyer Legend is representative of one or more customer segment and narrates a successful experience between your customer and your company.

The emotional struggles the person might face.

The reasonable alternatives available to the person.

For every wrong turn, missed opportunity, or bump that could derail the customer’s successful journey, take time to imagine how that process would most likely play out.

Catalyst - This is the point at which the customer first identifies your company, product and/or service as a potential solution.