In the previous sections, you focused on identifying your business, revenue, and delivery models. You also spent some time developing your initial Thought Leadership Platform.

Let’s connect the dots between who you are (and what you do) and the tribe of people (buyers, customers, clients, audiences) whom you wish to serve. This is called buyer persona marketing.

But before you dig in—there’s a dangerous assumption you need to address.

Buyer persona marketing is not about knowing your customers or what they like to buy. It’s much more than that. It’s about getting inside their heads to deeply understand their emotional drives.

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