Thinking and Feeling are two elements that are tightly connected, though, in the Cooper Persona, are separated. In Business Model Generation, however, they are combined, though separated from a user’s “Pains” and “Gains”. It’s important to note that the actual separating is not the most important part. Rather, these elements are selected to simply describe a user’s “environment, behavior, concerns, and aspirations” (Osterwalder et al., 2009). In Business Model Generation, to answer the qualities of Thinking and Feeling, designers are asked to understand what is important to a user, what moves her, and what may be sources of anxiety. For Gains and Pains, designers are similarly asked to understand the user’s biggest frustrations, obstacles, needs, wants, and how she measures her success. In Cooper’s persona, Pains and Gains are baked into the distinct Thinking and Feeling categories to shift focus to understanding the why of a “user’s actions, choices and decisions” (Knox et al., 2014). The categories are not as important as capturing the “needs and goals that the team designs for and they are easier to talk about, remember and get a shared view’” (Blomquist and Arvola, 2002). This intention explains Cooper’s intention to simplify the Persona process into the resulting three categories of Think, Feel, and Do. By simplifying the qualities, it may be easier for designers to fill in the respective buckets with their understanding of the user.