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What do they need to do or accomplish?

Who are we empathizing with?

What do they think and feel?

What do they hear and from who?

What do they do (where, when, and why)?

Pains (frustrations and obstacles):

What do they say and to who?

What do they say and to who?

What do they see and where?

Gains (goals, needs, and measure of success):

Position and resize the waypoint to include the content you want to present.

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