In this video we will define who your customer or audience is. All you’ll need is a blank sheet or paper or google doc. You’ll answer some basic questions about who your customer currently is and/or who you’d like them to be.

Many companies and brands make the mistake of trying to go after anyone and everyone. In this video we’ll focus on only one or two people or personas. The Joint Journey Marketing Framework places the customer as the hero of a story we’re inviting them into. We must know them better than they know themselves in order to effectively inspire action or bring about the change they are looking for.

Once you’ve watched this video and have a complete buyer persona, we recommend jumping into the Joint Journey Framework video or the Start With Why video.