When marketing to someone you need to know how they arrived at a desire or fear.
It's great to understand what the story of the customer is, what drives them and what they aspire to be but in someways, it's even more important to understand what got them to that point.
What information have they been taking in?
How did they interpret that information?
What was their intention?
What do they believe their identity to be?
This all plays a bigger role in the idea who the customer is. It's important to know your customer but you must also know where they came from.