Build ICP
Defines the Ideal Customer Profile — the named segments you are actually selling to, and the segments you are not.
01 What it does
Builds a rigorous Ideal Customer Profile for a business: the named audience segments worth pursuing, each grounded in a demographic shell, a psychographic anchor, the job the customer is hiring the product to do, and where that buyer sits on the awareness-to-purchase journey.
Critically, it also makes the negative space explicit — an unambiguous statement of who the product is NOT for. That single discipline is what stops downstream messaging from trying to speak to everyone and reaching no one.
The result becomes the audience foundation that every later content, positioning, and strategy decision filters through, so the whole system stays pointed at the same buyer.
02 What it produces
A canonical Ideal Customer Profile with named, prioritized segments
For each segment: the demographic shell, psychographic anchor, the job-to-be-done, and the buying/awareness stage
An explicit 'who this is NOT for' boundary that keeps targeting sharp
An audience reference that downstream content and positioning work depends on
03 Example
A regional home-services company believes its market is 'any homeowner'. The skill resolves that into three concrete segments — e.g. time-poor dual-income households mid-renovation, recently relocated families, and downsizing retirees — each with its own driving job-to-be-done and buying stage, plus a clear note that price-shopping landlords are explicitly out of scope.
From there, every blog post, ad, and offer can be written for a named person instead of a vague crowd.