It is the same procedure except this time it is you and your teams opportunity to imagine a more desirable alternative. 
Let us re-tell the story and this time we are going to infuse our ideas into the storyline and see if we could elevate the experience to a new level.
Look at all the information we have generated up until this point. Rather than feeling left alone to our own devices to make use of the user research, we NOW have a structured backstory to ground our vision upon. 
The ideal outcome of the seventh step includes: 
1. A believable story that establishes the existing circumstances of the current experience.
2. The necessary grounds to start envisioning how the experience could be better aligned with project values over time.
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