Audience: findable or it is fiction

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: A detailed persona that is useless for targeting.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - real user data
   - available targeting dimensions
   - the purchase chain
   - budget
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- the persona must say where to find them
- separate user, decider, payer
- behavioural traits, not personality labels
- one executable targeting combination

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly