- Last Updated: [[2020-12-16]] - People don't buy products or services because of what they might get; they buy a promise of __who__ they might be: better people, better testers, a more Agile company. - A key part of marketing is having a strong foundation of understanding for what [typical customers]([[Know your audience]])' stories are. What are the pain points they are facing that your product might address? - # Example -  - Source: [[Pepe Cano]], but I'm not sure where he got it. -