In this section you'll learn more about your target customer, based around empathy exercises pioneered by Enrique Allen of the Designer Fund.

You need to start by defining a single customer type or "persona". However, your customers are probably represented by a few categories of personas, (ex. suburban moms, teens, and single women) and it's important to understand how to convert each one.

If this is your first time running this guide, we recommend you start with just one "global" persona. Think of this person as your perfect customer.