Target: Customers

Understand the people who are involved in the buying process and making the actual decision to buy and pay for your solution. 

Whether we talk about private consumers who may be influenced by their spouse, children or friends...

...or whether we talk about companies where technical buyers and financial buyers etc. have different agendas. 

Why

The end user of your solution may not be the one making the actual buying decision. 

When

Focus on developing one or more profiles about the customer if your innovation is something that should be sold as a solution to a paying customer. 

How

Use some of the tools for empathizing like:

• Journey Mapping

• Value Proposition Canvas (right side)

• Empathy Map

• Persona

But also try to understand the whole context of influencers and decision makers:

• Customer Types