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the main question to start off with is what have we learned about the Target that presents some sort of opportunity now I keep this group kind of broad because depending on the category you work in you might have attention or a problem you might not you might have an Insight or desire theres really a range of things that can go in this box but I think that question is the thing that ties them together so again whats the opportunity what have we learned about the Target that presents some sort of opportunity for us so some things to consider are there any challenges that stand in the way of them docHubing their goals this obviously requires some sort of knowledge about them some sort of research that youve done in understanding what their motivations and goals are and then from there thinking well whats in their way what stands in their way or what limits them from achieving that and it can be functional or emotional another way in would be educational insights uh these are common in