📄 Article
Free
Intermediate
Ideal Customer Profiles (ICPs), ABM, JTBD and Personas: knowing your customer
From netretention.io by Net Retention ~14 min read
Why we picked it
One of the few pieces that clearly untangles ICP vs persona vs JTBD without jargon, so founders stop conflating them. Useful as the connective tissue across this whole cluster.
- ICP = the best-fit account; persona = the human inside it who feels the pain
- JTBD explains the progress the persona is trying to make
- Use each concept for the decision it's actually good at
- Ground personas in real research, not imagination