help him grow the other areas of his business as well. He will now also know of a new option where he can take his business: political digital agencies. EXAMPLE 3: VICTORIA, SENIOR EXECUTIVE Who is your Primary Audience (the microtribe your book must reach to achieve its objectives)? C-Suite and high-level executives in Fortune 500 companies that are responsible for and/or anxious about digital transformation and technology strategy for their companies, and who are seeking guidance, input, and inspiration. Describe a typical person in your Primary Audience (an avatar). What are they like? Victoria is a high-flying senior executive for a global financial services organization, and she has been tasked with leading her company’s multimillion-dollar digital transformation strategy. She cannot afford to fail. She knows the company well and has worked hard to achieve success over her 25-year career, and she is both excited and nervous by this new responsibility. She has been a rising star throughout her career, always having great success with the roles and projects that she has been given, and she jumped at the chance to take on this new responsibility six months ago, but it now feels like a bit of a poisoned chalice. Every day, she reads about new companies coming into the market and disrupting it, and she feels enormous pressure to make prog- ress with her plan, but doesn’t know where to start or what to do. What pain are they experiencing because they’ve not read your book? 78 · ThE SCriBE METhOD