This will become the most valuable document in your entire business: a million dollar marketing brief containing "stalker level" insights into your prospects’ psyche. I'm not talking about their carefully constructed "public personas" -- but the real human lurking underneath -- all the pains, frustrations, and regrets that keeps them up at night (tossing and turning with anxiety). When you truly understand what's going on inside their minds, you can trigger visceral, hormonal responses that make them "foam at the mouth" to buy from you.