By knowing geography, demography, psychography, and behavior, does an automatic person have an insight into what the product can offer? Not everyone can. Alexander Osterwalder, not known as a marketing figure, offers a profile that makes formulation more easy for services. How he does this, instead of viewing the segment, namely responsibilities, hopes, and fears.
Geographic, demographic, psychographic and behavioral profiles are not unnecessary. We need it. The profile lies behind obligations or job, hopes, and fears. The segment profile in the aspect of the obligations or jobs, hopes, and fears helps us to formulate their acceptable offer because it is something they need.
Geographic, demographic, psychographic and behavior profiles have implication or impact to their jobs, hopes, and fear. Then jobs, hopes, and fear have a direct impact to value proposition.
For example, a mother who lives in Washington is a lawyer. She needs paper, fashion that makes her reputation is good. She also needs to promote her service. Shee needs to update information about the law. She has hope: to get the client, a good client. The client that pay good enough. She was afraid of lose her case.
You can create a media for her profile that update for her job also her responsibility to her as mother. You can serve paper, or office equipment. You can serve a information about law. you can serve book, you can serve nurse for her children, you can serve breakfast meal. You can serve transportation, may be exclusive transportation. If her image is her priority, fashion has to luxury. Watch also luxury.
Because she also have fear, you can offer how to win her case. More specific, especially relevant to her case, that is more helpful. If he have water gate case, for example, your offer about information about water gate is relevant for her and important.