Well, it depends what my archetype reads.

They gave their archetype a name, Pat the Professional.

Square team did wonderfully, they actually started with the archetype.

And the archetype of this in Buddhism is Avalokiteshvara, Kuan Yin.

Going way out, dark matter conforms to the same mycelial archetype.

This is the archetype of the hard disk that's in your machine now.

Notice they were beginning with a series of hypotheses about their customer archetype.

It's a female archetype she who perceives the cries of suffering in the world.

That is they were beginning with a series of hypothesis about their customer archetype.

As you will see later, what we need is every time we have a unique archetype, we need to have minimum a matching value proposition and matching revenue model for each archetype.

And in customer segments, the goal is to understand in detail the customer archetype or persona.

Here was another example of a team putting together a detailed archetype of a set of customers.

And so now they actually were able to take their revenue stream and match it to their archetype.

I want to tell you the story of just one of these streams, because it's an archetype for the larger story.

And the goal of all this is to actually define the customer persona or archetype, which is just a fancy way for saying

So our work, in a certain way, is to address this imago, this kind of archetype that has pervaded the psyche of our entire globe.

The archetype though, if you remember is, kind of the end result of understanding the pain and the gain we were solving with the value proposition.

So in understanding our customer segments, it was really helpful to pictures up and as we build an archetype of who our three potential customer segments are.

Gee, I thought we're just defined the customers, it's the archetype, it's the persona but sometimes who's the customer in context is really what we need to know.

If they read newspapers, tech journals, or listen to radio or television, that is I want to match my demand creation activities to what I know about my archetype.

They realized there were different archetypes sports jersey owners, who were male, 13 to 35 but there was also another archetype which were people who attended a single game.

You need to understand that these people this archetype I'm trying to define are they users or the payers, are they regulators, or they're somewhere else in the buying process.

I say that, for thousands of years, women have lived, exemplified, met in intimacy, the archetype of Avalokitesvara, of Kuan Yin, she who perceives the cries of suffering in the world.

If you remember, we understood who the customer archetype was with running search engine marketing or search engine optimization, but in the web, we just really have to do two things

Contraceptives, cosmetics and brain reprogramming techniques that sounds ominous, but the distinction between what is a technology a gadget would be the archetype and other ways of changing and rewriting human nature is quite subtle.

And it would have been great if they had that added in, but a pretty good job in trying to understand what their archetype was which need to match their minimum viable product over here.

So, while the goal in value prop is to figure out the MVP, yes, we il see later the goal in customer segments is to figure out who and what the archetype of the customer is.

You want to test the ability of some portion of your product and meet minimal customer needs and that might change over time but as the MVP slowly grows as your confidence in what the customer archetype is.

If you have 20, it means you voted none of the above and you really need to refine it more, but then we suggest the company is actually pick a representative picture of who that persona is who the person would most represent that archetype.

The startup was actually trying to understand how to find foreign students at universities, and so they were putting together their archetype and this was just the definition of meet the student and here's who they are and here's their family and oh this is their first time in America.

And one of the things we need to understand is what's the archetype or the persona of our customers that we're actually wanting to get and so one of the things that's kind of hard for startups is to realize that getting customers isn't some abstract idea you really need to understand who your customers are and this is not just thinking about selling to consumers.