Alex

Alex is a 34 year old white male that lives in Dallas, TX.  Alex is my brother’s childhood best friend and is someone that I have engaged with over several stages of his life. A little bit of background on Alex. Alex grew up in Dallas with his step-father, mother and sister Rebeca who he is very close with. Alex’s family is extremely affluent, but one would never know by the way he and his family behave. Alex attended Georgetown University and for the past 7 years has lived in NYC working as an investment banker for a high profile firm. Alex has been married to his wife Anne for the past 5 years. Recently, Alex and Anne moved back to Dallas where he took a position within his step father’s company. Anne also recently announced that she is pregnant with their first child.

What does he or she think and feel?

Alex continuously strives for success both professionally and personally. Working hard and focusing on creating results is important to Alex, but family and friends are always his first priority. Alex enjoys spending quality time with them. When he isn’t working he enjoys vacationing, attending social gatherings, and watching sports. He believes in maintaining loyal and trustworthy relationships and works hard to maintain them. He is also a people likes to keep things simple in life. He wants to be the type of person anyone can approach for help. Currently Alex is preoccupied with becoming a father. He concerned about his shifting priorities and how he will balance fatherhood and his work obligations.  

What does he or she see?

Alex spends a lot of time with his friends and family. When he is not in the workplace, where he is a top manager with several direct reports, Alex spends a lot of time at home with his wife Anne. They live in a comfortable modern neighborhood in the heart of the city. They frequently visit his parents who live down the street. The majority of Alex’s friends in Dallas are childhood friends who are now married with children of their own. They are all successful in their respective industries and work hard to maintain a healthy work life balance. Alex and his friends maintain similar values as a lot of their relationships are based on history. He spends a lot of time with them attending sporting events, going to dinner and or seeing movies. Alex likes being ahead of the curve when it comes to new products and technology. He keeps up with new innovation through the web and by word of mouth.

What does he or she hear?

Alex is extremely bright and generous. He can always be depended upon and believes in working hard and playing hard.  Since Alex values his relationship so much, he constantly turns to them for advice on making big decisions and full sincerely trusts their opinion. He is often influenced by their experiences and opinions. Alex is very heavily influenced by his spouse Anne as well. She has a strong pull on his purchasing habits and choices.  In terms of media channels, Alex is constantly connected to both his BB and iphone. He is not active on social media websites, but spends a lot of time exploring the internet. Since Alex also really enjoys attending and watching sporting events television advertisement are a source of information as well.  

What does he or she say and do?

Alex is open minded and is willing to try new things, but usually will not initiate those undertakings most of the time. Alex sometimes appears lazy and tending to stay in his comfort zone. However, if someone he trusts offers a suggestion he is quick to follow and will not hesitate to commit to trying something new. Since Alex works hard, he likes to be entertained in his free time—whether through video games or movies. Alex is positive in all that he approaches. Usually, Alex likes staying in his comfort zone and is often shy in social settings. Alex is candidly honest, but never partakes in speaking ill of others. He likes to avoid conflict at all costs. Overall, Alex may say that he would prefer to do something in order to avoid uncomfortable situations, but will not commit unless someone he trusts is partaking or has positive remarks about their experiences.   

What are his or her pain points?

Alex’s biggest frustrations are wasting time. He believes in efficiency and tends not to have patience for such things as waiting in long lines. He also has high expectations when investing in any product of service.  Alex is also frustrated with indecisiveness. He likes to hear the pros and cons of any situation, but when decision is made he believes in going forward without regrets.  Alex fears losing meaningful relationships or having falling outs with them and therefore he avoids any sort of conflict with friends and family. He constantly remains neutral when such situations occur as the risk involved is too great for him.

What does he or she hope to gain?

Alex aspires to gain something that provides him with entertainment and convenience. He wants to be able to trust whatever he uses and with his busy schedule he is not looking for something that is complicated to learn. Since he also enjoys spending time with his friends and family, he enjoys anything that fosters interaction with them. He measures success as providing him with an easier way to tackle tasks and or provide him with enjoyment and entertainment in his free time. In addition, he is not price sensitive so accountability and service are valuable tools of measurement. Alex does his own research, but relies heavily on validation from close ones on the quality of anything before he commits.