There are 10 Motivations for buying that can be categorized between Hope, Fears, Dreams and Desires

• Earn money
• To save money
• Save time
• Avoid efforts
• Avoid physical or psychological pain
• Gain in comfort
• Achieve better cleanliness or hygiene to have better health
• Gain consideration
• Feel more loved
• Increase its popularity

😎 * Exercises: **

For each Persona, find 3 to 5 responses per persona on how your product can help achieve these goals. Try answering the phrase "it does ... so that you can ... and so ... (one of the 10 above)

Exercise 2

What does it take for PKI to trust you and how do you solve its problems?

Exercise 3

What economic impact does your solution have on the IAP (the company)? on the ICP?

• • Differences **