<aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> Goal-WHY: why we are doing this (will help achieve a BITG (Business Intermediate Tactical Goal)
Persona-WHO: people who can support or hinder us from achieving our goal
Outcomes-WHAT: gain/benefit/changes in the players’ behaviors so that they help us achieve our goal (will help achieve a CORE PERSON goal or INTERMEDIATE PERSON goal)
Output-HOW: the activities that we believe we have to produce to create the desired outcomes