When the customer is engaging with a product or service there is something key that's going on in their mind.

Not only do they have fear and desires but they also have an identity.

They have fundamental beliefs of who they think they are and of what they stand for.

As marketers, we also have to uncover: What are the fundamental pillars of our customers identity? Who do they believe they are now and who do they want to become? 

How does our product or service relate to the customer and how do we want their identity to change or be reinforced when they use our product or service? 

Define the key pillars of their identity. Understand the tensions. Understand the ironys.