“Because I’m going to die pretty soon and I have so much I need to achieve first! I can’t waste my short life on the back of this horse!”

But we also uncovered a problem that hadn’t occurred to us: many men were extremely reluctant to treat any problem that wasn’t an absolute emergency. They won’t go to the doctor unless their arm is on fire, they won’t ask for directions unless they . . . no, there’s actually no circumstance in which they’ll ask for directions. We heard from a lot

They haven’t even conceived of you, so you’re going to have to work harder to build a connection. It’s not enough to show up.

Even in our age of innovation, people aren’t so automatically psyched about major changes to their daily lives. Modest improvements, sign me up! But a massive overhaul of how I do things? That sounds . . . hard. And maybe even scary.

The brand idea, which shows how the brand is going to be the answer to this specific problem. This is a clear, singular statement about what the brand stands for at its core. It’s the explanation of why this brand will matter to people.

The key problem for that audience, i.e., what’s missing from their lives. Of everything we know about them, what’s the most salient problem that this business can solve?

The mind-set of our target audience, meaning, who are the people this business is most for? This section is less about identifying an exact demographic (e.g., women in their midthirties living in major urban areas) and more about identifying the attitudes and behaviors that define the people who will care about this brand the most. It’s meant to

In most cases, UX is now more about elegance and simplicity than a major overhaul of how people are accustomed to having things function.

what do we know about our target audience that should guide what we say to them?