Step 2 · Foundation depth
Communication targets
Same AI answer. Different persuasion goals per audience.
Who you are trying to persuade — with think / feel / do as persuasion goals after exposure, not shopper diary notes.
Contrast
Why teams switch
Without Heft
- ✕One generic “target customer” blob
- ✕Think/feel/do = shopper diary notes
- ✕SEO and brand argue about who the room is for
With Heft
- ✓Named segments + sub-targets
- ✓TFD = what you want them to believe, feel, do after exposure
- ✓Target-level ALO when proof differs by audience
In the app
What you do
- ✓Define segments and sub-targets (communication targets) linked to your foundation.
- ✓Set Think · Feel · Do: what you want them to believe, feel, and do after your message lands.
- ✓Capture target-level assets, liabilities, and omissions where proof differs by audience.
- ✓Use in-app foundation guides for field definitions and ALO columns.
/visibility/projects/:projectId/setup/profiles
Visual proof
Screenshots & assets
Placeholders below — drop in product UI captures, workshop photos, or client-safe redactions.
Persuasion layer
Why this step closes deals
Every product page uses the same tactics we teach — specificity, contrast, proof, transparency, and shared language for brand and SEO.
Identification
Strategists see themselves — professional eyewear, not “B2C generic.”
Clarity
In-app guides define every field — no secret product language.
Consistency
Reports label the same audience your charter uses.
Eat our own dogfood
We publish buyer-situation reads from the same measurement program — vivid drama for the room, not a substitute for this product step.
Name the room before you measure it
Weak targets blur scores — strong targets make workshops decisive.