We have a new client and are working on developing our first brand brief with them. The problem is they are talking to themselves, and can’t wrap their heads around the consumer benefit as the key message. Does anyone have any experience with exercises that may help shift their perspective?

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Yes, I can help with that! Here are a couple of exercises that might assist in shifting your client's perspective:

1. Empathy Mapping: This exercise aims to help your client understand their target audience better by putting themselves in their consumers' shoes. Encourage your client to think about the wants, needs, fears, and goals of their ideal customers. Have them complete an empathy map, which consists of the following categories: "Say", "Think", "Do", "Feel". This exercise can help them gain insights into what the consumer truly values and how the client's product or service can fulfill those needs.

2. User Personas: Creating user personas is another effective exercise to help your client understand their target audience. Ask them to develop fictional personas that represent their ideal customers, including information such as demographics, interests, goals, and pain points. This exercise forces them to think deeply about the consumer's perspective and how their brand can address those needs.

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