Reading an article the other day about seven types of people (personalities).

1. Reformer: an independant thinker, craving harmony and authenticity.
2. Explorer: someone disiring discovery, challenge and new experiences.
3. Succeeder: a goal-oriented organiser who needs control.
4. Aspirer: a materialistic seeker of status.
5. Mainstreamer: someone in search of security, belonging and routine.
6. Struggler: an escapist who lives for today but is often viewed as a loser.
7. Resigned: someone focused on survival and nostalgia with long held values.

www.4cs.yr.com

Now ask yourself 3 questions

How do I view

1. myself?
2. How do others view me?
3. How do the consumers of my product view themselves.

You will often find we are a victim of our self image. So how do we map who we really are (the answer to number 2) to who we desire to be (number 1) and how do we relate to those who receive from us (number 3).

We often design our products with our own self image in mind and it causes our output to fall flat as our consumers can't relate to our vision.