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Makes the case that a second segment is something you earn one to two years after your first motion is genuinely repeatable, and names the resourcing mistake that sinks most early expansions.
From Fuzzy to Focused: Mastering Your Ideal Customer Profile (ICP) to scale successfully beyond Product-Market Fit
From Oxx by Ingrid Bonde Akerlind 16 min read
- Grades ICP precision: bad is all companies with 1,000 to 10,000 employees, better is CFOs in professional services in DACH and France at 50 to 500 million dollars.
- Post product-market fit you want one strong ICP with a scalable motion, not several unfocused segments.
- Add a second segment only after the team proves it can predictably land the first, likely one to two years later.
- Find the criteria by labelling existing customers and checking which traits predict churn, renewal, or expansion.
