Customers & Research

How do I know if I'm targeting the wrong customer?

A starting point

Watch your best customers, not your loudest. If the people who onboard fastest, churn least, and refer most look nothing like who you're marketing to, your ICP is wrong, follow the money and the love. Firing bad-fit customers is a growth strategy, not a failure.

Go deeper

Hand-picked from around the web, each with a note on why it earns your time.

2 resources 1 link-checked

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📄 Article
✓ Link checked Free Intermediate

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.

Ideal Customer Profiles (ICPs), ABM, JTBD and Personas: knowing your customer

From netretention.io by Net Retention ~14 min read

  • 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
Open netretention.io →
📄 Article
Free Intermediate

Why we picked it A PM-turned-founder's playbook that treats defining the right customer and problem as a sequence of concrete hurdles, not abstractions. Strong on iterating your ICP as you learn.

8 Product Hurdles Every Founder Must Clear

From First Round Review by First Round Review ~18 min read

  • Nail a specific product thesis and ICP before deciding what to build
  • Follow your best-fit customers to correct a wrong target
  • Continuously refine both the customer profile and the problem
  • Treat targeting as an evolving hypothesis you keep sharpening
Open review.firstround.com →

People also ask

What is an ideal customer profile and how do I define mine? An ICP is a precise description of the customer who gets the most value from you and gives you the most back, by firmographics, situation, and the ... Beginner 2 resources → How specific should my target customer be when I'm just starting? Absurdly specific, a single, describable type of person or company in a single situation. 'Small B2B SaaS founders in India doing their first cold ... Beginner 3 resources → What's the difference between an ICP, a buyer persona, and a target market? Target market is the pool, ICP is the best-fit company/account you go after, and a persona is the individual human inside it who feels the pain and... Intermediate 2 resources → Should I focus on one customer segment or serve everyone who'll pay? One, ruthlessly. Serving everyone means your product, messaging, and support get pulled in ten directions and you win nobody's heart. Dominate a si... Intermediate 2 resources → How do I build customer personas that are actually useful and not fiction? Base every persona on real interviews, not your imagination, real quotes, real jobs, real objections. A useful persona changes a decision you'd oth... Intermediate 2 resources → How do I find my ICP when I'm selling to Indian SMBs who don't fit clean B2B categories? Indian SMBs (kirana owners, small manufacturers, local service businesses) rarely map onto the tidy firmographics that Western ICP frameworks assum... Intermediate 3 resources →