When your ICP ain't your ICP

Too many times I see founders talking about their product as "working for everyone!"

If you're <$1bn in revenue, you need to be tight on who you go after.

You frankly do not have the resources to be going after "everyone".

There is a huge Product Market Fit discussion to be had here, but from a purely sales team perspective, trying to be everything to everyone means:

- Your teams lists suck;
- Their approach becomes scatter-gun;
- The messaging becomes necessarily generic;
- The focus and resilience wanes as confidence declines.

Building a strategy around a key industry/persona means knowing exactly how to solve a specific problem or couple of problems.

Execute well on this.
Then pivot a new product onto existing customers.
Then pivot that new product to new customers.

Rinse. Repeat.

Prove you can do it right.