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Product for Engineers (PostHog)

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A real company showing its ICP before and after, including the messy middle where they were guessing. The point that narrow ICPs beat broad ones, and that refinement takes 3 to 12 months, is the honest version nobody puts on a slide.

Defining our ICP is the most important thing we ever did

From Product for Engineers (PostHog) by Andy Vandervell ~12 min read

PostHog's ICP is high-growth B2B startups past product-market fit where engineers are the decision makers.
That single choice drove usage-based transparent pricing, no outbound sales, and a UI built like a dev tool.
Expect 3 months to a year to get an ICP right, and treat 5 paying customers who look alike as the first signal, 10 plus as strong.
They name defining it late as their own costly mistake.

Open newsletter.posthog.com →

Answers What is an ICP and how is it different from a persona? People use both words for the same thing. We have about fifteen customers and they are all different. How do I find an ICP out of that? Half my pipeline is outside our ICP because those are the leads that came in. Do I chase them? How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? How do the best companies keep their ICP sharp as they grow instead of letting it blur into everyone?

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