Identifying the personas that exemplify the highest expectation customer

The key insight is to focus on identifying personas that closely align with the highest expectation customer (HXC). This involves examining survey results to identify customers who would be very disappointed without the product. By analyzing their responses to determine who the product is best for, it is possible to extract the language they use to describe themselves and create an HXC profile. Discarding customers who are only somewhat disappointed or not disappointed and recalculating the very disappointed score can lead to a significantly higher score. By concentrating on tailoring positioning, pricing, marketing, and product development to meet the needs of the HXC, a company can move closer to achieving product-market fit.

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