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Person who has enough experience and knowledge of a market of industry to be able to give you an insider's view of what concerns, motivates or deters a potential cust Having a pre-set goal of where you announce your hypothesis to be supported Individuals who undertook the risk of a new enterprise are call Strategy to focus on specific segment of market and prepare a plan for each segment is Align value proposition with the persona's priorities, set up a comparison between current state and possible state (keep it clear: under promis