Brief thought about target audience reality

Do you know your target audience?
Most of us think we do but when it comes to “defining” them in a brief, we start using marketing buzz words that tell us absolutely nothing about the people we want to talk with.
Try to define yourself in one sentence. I’m sure you’re not going to end up saying: “I’m an early adopter”. Or: “I’m a work hard/play hard, media savvy, time poor business professional”. Do you know anyone who will say that?
So why use words that no one in our target market use to define our target market?
I think marketing needs a reality check and the way we define our end users is a good place to start.

Here is an example of a different kind of definition.

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