If I was to guess the original customer profile that Leaked Labs started with, it would be a beauty innovator. This viral influence beauty brand likely began with the early adopters in mind. They imagined the person who wants to be ahead of the curve and is willing to pay to stay there. It would be that person who would be most excited about the product. But among the many reasons there is controversy around the brand now is this: they didn’t really know their customer.
Because they focused so deeply on the desire for newness, they missed the other levers they would need to pull to satisfy their customer base. They didn’t fully consider how the public’s perceptions of price, packaging, and their promotional strategy (a.k.a. PR gifting to influencers) would interact. They were so focused who the ideal customer was that they didn’t flesh out who they would think. That was an oversight.
Yes, you definitely should start with a who. Think about who it is that you are designing your product for, but don’t forget the details.
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A Wren Says 
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