You should also pull in some of the proof points you laid out in your positioning and messaging framework. You can then use the persona research as a filter to prioritize which handful of things are worth mentioning at this point (and by handful, I mean one to three things, max. Focus on the big, impressive stuff!).
Thirdly, what plan can you provide your customer with that, if followed, will help them achieve the transformation they desire? Maybe there are specific steps that they need to take – spell those steps out. How does your customer navigate their way to success and avoid the pitfalls of failure? And, referring back to the morality aspect of the hero's problem, what is the shared morality that you have with your customer? What mission are you ultimately both on? Position yourself as working together.
You should also pull in some of the proof points you laid out in your positioning and messaging framework. You can then use the persona research as a filter to prioritize which handful of things are worth mentioning at this point (and by handful, I mean one to three things, max. Focus on the big, impressive stuff!).
Thirdly, what plan can you provide your customer with that, if followed, will help them achieve the transformation they desire? Maybe there are specific steps that they need to take – spell those steps out. How does your customer navigate their way to success and avoid the pitfalls of failure? And, referring back to the morality aspect of the hero's problem, what is the shared morality that you have with your customer? What mission are you ultimately both on? Position yourself as working together.