List out the goals of your target person in relation to your products and services. Put yourself in their shoes. This is not an exercise in listing your own products and services, the focus is on seeing things through your avatar's eyes.

Their goals don't exist in a vacuum. For example, you maybe creating your avatar to target independent garden centres. 'Organic Oscar' the garden centre manager avatar is committed to all things organic. Their goal maybe to sell more exotic plants but it wouldn't make sense to try and sell plants which require all kinds of chemicals to grow.

It's sometimes hard to work out how to write the values. We find this trigger sentence helpful

{Avatar name} is committed to {Value}


  1. List out the goals of your avatar as they relate to your products and services.
  2. List out the values of your avatar.

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