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Once you have an idea of the user whose behavior you want to change, it’s time to learn a few things about that person. The exact things you want to learn will, of course, vary based on the behavior that you want to change, but one very useful approach is to search for problem patterns.

A problem pattern is simply an important, predictable problem that is shared across a large percentage of your market. It’s useful to identify problem patterns because it allows you to be more confident that your market is, in fact, a single market where everyone might want to buy your solution to their problem.