needs Personal goals and values, needs, consumption styles, brands, hobbies and interests Communication channels, social networks, and hobbies Social media and other digital and non-digital sources of information that influence behavior and decision- making Role in the organization (b2b) Professional experience, employer, position, professional groups, and associations, key knowledge and skills Job duties, reporting structure, and communications Business goals, jobs/tasks to be done, needs, and success criteria (KPIs) Why do they do this job, what do they want to achieve, and what motivates and demotivates them. Business goals, key tasks, KPIs (motivators), OKRs (work metrics), main time eaters at work Pains, challenges, suggestions, objections Perceived and latent pains and challenges in getting the jobs done and achieving their goals: what prevents the achievement of business goals and job success What they want to change (suggestions) and what they do not want to change (objections to proposed changes) Influence map Other persons who may influence the Persona’s decisions: relatives, friends, public influencers, business decision- makers, advisors to decision-makers, gatekeepers (hold access to decision-makers), mediators (provide access to decision-makers) How do they solve problems now How are pains and problems being addressed now or how they want them to be addressed, what solutions they are considering, buying, using and why The customer journey to solutions now (as is) Key marketing funnel steps: awareness, consideration, purchase, ownership, and promotion. Who are competitors and/or substitutes for our product now? 224