I start by writing down my assumptions about what my users care about.
Then I ask, “Would my mom ever say these things out loud?”
If the answer is “no,” then my assumptions are probably a stretch. I need to try harder to get at the kernel of beautiful truth. I keep going until my assumptions all sound like something my mom would actually say out loud.
Instead of using some stodgy, cookie-cutter, marketing-speak language about how she offers “cutting-edge services designed to meet her clients’ diverse business goals,” she takes the things her clients want, and puts them in her mother’s words:
- I don’t want to feel stupid
- I want to hire people I trust
- I want to have a say in the final product
- I want to feel valued
- I’m nervous about this decision