The answer? Identify and design for your tribe.
Your tribe are a group of people united by a certain set of values, motivations & activities – not by demographics or by consumption – that share a certain magnetic quality, making them influential to others.
Unlike Pen Portraits, your tribe are real, not fabricated 2D personas. They have fascinating flaws and tensions that your brand team can delight in solving for. And you can actually find them at meet-ups.
Fundamentally – and this is the crux – your tribe is not necessarily your consumption target. But they are an inspiration for your consumption target. If you design for your tribe, you’re designing for your consumer’s aspirational self.