Over-engineered avatars are the brand strategy equivalent of a chocolate teapot - seems fun, but not fit for purpose.

In this episode, I'm rethinking customer avatars, because the overcomplicated, deeply nuanced descriptions everyone tells you to create are actually unhelpful for brand strategy:

Why unnecessary details (like Jane’s Spotify playlist) miss the point

What really drives buying decisions (hint: it's not their coffee order)

The SHINE framework - a simple but powerful approach to define the audience effectively

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