Many decisions often boil down to one's basic choices between benefit and harm. By capturing these specifics for a key person, your group may uncover the most relevant points to bring up in presenting or influencing the key person's decision.
This key person may be the ultimate user of a product or may be the leader of an organization whose approval is sought.
Start by writing the key person's name or creating a quick sketch of him on a wall. Ask about this person's pains first by prompting the group to step inside his mind and think and feel as he does. Capture the answers on one side of the person:
What does a bad day look like for him?
What is he afraid of?
What keeps him awake at night?
What is he responsible for?
What obstacles stand in his way?
A persona's gains can be the inversion of the pain situation—or can go beyond. Capture these on the opposite side by asking:
