As quick recap from last time, you'll hopefully recall that we looked at the 'Who'. Now, I'm obviously not talking about the famous British rock band - instead I was referring to your target market, your avatars, your ideal client profile (ICP). Then we looked at the 'What', specifically what their pain-points and challenges were and what keeps them awake at night.

This time, you’ll start mapping out your 'Why'. This will include why should they buy from you and not someone else? Why are you different?