We all know about the customer avatar, where we create a fictional prospect, 'Linda'. 'Linda is 45, a single mother with 3 kids. She works 2 jobs to make ends meet.’ We then pull a random stock photo of a middle aged lady off Google images and woop, our avatar is complete.

Except we are missing something. Probably the most important thing. And we're not going to tell you what it is in this description.