I can’t over-emphasize how important it is to have a clear definition of your Ideal Customer. Your Ideal Customer Profile – ICP – dictates (or should dictate) everything from the features and functionality of the SaaS product you build, to the words you use and the emotion you invoke or tap into in your marketing. I think people forget that you actually get to choose your customers. You get to choose who you want to do business with. So creating an Ideal Customer Profile isn’t limiting… it’s empowering! In fact, if you don’t choose who you want to do business with, your customers will choose you… and they may very well be less-than-Ideal.
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