Put in the work

I learned the hard way how important it is to actually meet your target audience, instead of simply reading a persona document and thinking you know them.

You need to hear the language that your prospects use: How they describe their world and their challenges.

Whenever we skip this step, we regret it. Whenever we invest this time and effort, the results multiply. The underlying lesson: don’t be lazy.

Put in the work.

It’ll show.

Doug Kessler, Velocity Partners Co-Founder and Creative Director