Chapter 5
What Is an ICP (Beyond Demographics)?
Most teams define ICP as age, gender, income, geography. That's not an ICP. That's a targeting filter. A real ICP is defined by context, constraints, fears, alternatives, and decision pressure.
Most teams define ICP as...
Age
Gender
Income
Geography
That's not an ICP. That's a targeting filter.
A Real ICP Is Defined By
Context
Their current situation
Constraints
What limits their options
Fears
What they're worried about
Alternatives
What they're currently using
Decision Pressure
Why they need to act now
ICP is the lens through which a belief is interpreted.
Quick Check
What truly defines an ICP?
Key Takeaway
ICP is the lens through which a belief is interpreted.