APPENDIX A
Ad hoc persona example
COMPANY: ACME PROFESSIONAL ASSOCIATION FOR CPAs
GARY GETTING STARTED
Quote
Yeah, I could build a career being a CPA, but is it the right thing for me? It’s been a lot of work to get where I am and maybe it’s crazy to change plans now, but I’m already so burned out!
Recommended priority: primary
Gary is exactly who we want to help. If we help him now, he will be loyal to us for the rest of his career. Also, he is radically underserved by other organizations.
MEET GARY
Gary is 25 years old and has been working for a CPA firm for 3 years. He just earned his CPA certification last year, but he’s burned out from working ...
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