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ICP Definition Workflow

Define WHO to target within a validated market opportunity. ICPs are archetypes, not individuals.

Human Role: Segment definition, psychology interpretation, strategic decisions AI Role: Research, pattern recognition, competitive analysis Spectrum: Human-Led

Overview​

AttributeValue
PurposeDefine target customer archetype with behavioral insight
TriggerMarket sizing validates opportunity (GO decision)
FrequencyPer market/product, refresh semi-annually
Duration2-4 hours
OwnerMarketing / Product Lead
OutputICP document with psycho-logic profile

Prerequisites​

Tools Required​

ToolPurposeAccess
AI AssistantResearch, synthesisAPI or chat
CRM dataExisting customer analysisInternal
Survey toolsCustomer interviewsTypeform etc.

Knowledge Requirements​

  • Understanding of behavioral psychology basics
  • Access to existing customer data (if available)
  • Domain knowledge of target market

Inputs​

What you need before starting:

InputSourceRequired?
Validated marketMarket Sizing workflow✓
Existing customer dataCRM, analyticsIf available
Competitive researchMarket analysis✓
Product/service definitionProduct brief✓

Upstream Dependencies​

Upstream WorkflowWhat It ProvidesLink
Market SizingValidated TAM/SAM/SOM, GO decisionMarket Sizing

Process​

Phase 1: Analyze Existing Customers​

Duration: 30-45 minutes Responsibility: Human-led, AI-assisted

Step 1.1: Identify Best Customers​

If you have existing customers, find those who:

  • Generate substantial revenue
  • Have high lifetime value
  • Refer others
  • Align with your vision
  • Are pleasant to work with

Step 1.2: Find Common Patterns​

Within best customers, identify shared characteristics:

  • Industry and sub-industry
  • Company size (employees, revenue)
  • Geographic location
  • Technology stack
  • Decision-maker roles
  • Buying process and timeline

Phase 1 Output: Pattern analysis of best customers (or hypothesized patterns if new market)

Phase 2: Define the Segment​

Duration: 30-45 minutes Responsibility: Human-led

Step 2.1: Specify Segment Boundaries​

AttributeSpecification
Role[Job titles, positions]
Company/Context[Size, type, stage]
Geography[Location constraints]
Budget[Can they pay? How much?]
Shared Pain[What unites them?]

Step 2.2: Define What They Share vs Don't​

  • List 5-7 characteristics ALL segment members share
  • List 3-5 characteristics that vary within segment
  • Estimate segment size (number of potential customers)

Phase 2 Output: One-sentence segment definition + detailed specification

Phase 3: Investigate Psychology (O-S Protocol)​

Duration: 45-60 minutes Responsibility: Human insight, AI research

The Sutherland Principle: What they SAY ≠ what they DO.

Step 3.1: Logic-Logic vs Psycho-Logic​

Complete this table:

QuestionLogic-Logic (What they say)Psycho-Logic (What they do)
What do they want?[stated need][actual behavior reveals...]
What stops them?[stated objection][hidden fear/risk]
Who's watching?—[social context, judgment]
What loss do they fear?—[loss aversion trigger]

Step 3.2: Map Hidden Objections​

They SayThey Mean
[stated objection 1][actual fear/concern]
[stated objection 2][actual fear/concern]
[stated objection 3][actual fear/concern]

Step 3.3: Analyze Social Context​

  • Who's watching their decisions?
  • What makes them look good?
  • What makes them look bad?
  • Who do they need to justify decisions to?

Phase 3 Output: Psycho-logic profile with hidden objections mapped

Phase 4: Find the Insight​

Duration: 20-30 minutes Responsibility: Human synthesis

Step 4.1: Articulate the Gap​

**The stated problem:** [what they say they need]
**The real problem:** [what they actually need]
**The gap:** [why these differ]
**The unlock:** [how to bridge the gap]

Step 4.2: Test the Insight​

  • Does the insight feel slightly uncomfortable to name?
  • Would they recognize it if you said it out loud?
  • Does it explain their behavior better than their stated reasons?

Phase 4 Output: One-sentence insight that unlocks action

Phase 5: Define the Frame​

Duration: 15-20 minutes Responsibility: Human judgment

Step 5.1: Articulate Wrong vs Right Frame​

Wrong frame: [what NOT to say — sounds like...] Right frame: [what TO say — sounds like...] The Sutherland Reframe: [behavioral insight that changes the category]

Step 5.2: Test Headlines​

List 3 headlines that would work:

  1. [Why it works]
  2. [Why it works]
  3. [Why it works]

List 3 headlines that would fail:

  1. [Why it fails]
  2. [Why it fails]
  3. [Why it fails]

Phase 5 Output: Frame definition with tested headlines

Phase 6: Document ICP​

Duration: 20-30 minutes Responsibility: Human documentation

Step 6.1: Complete ICP Summary​

## ICP Summary: [Segment Name]

**They Say:** [stated need/problem]
**They Mean:** [actual driver]
**Hidden Objection:** [what they won't admit]
**Social Context:** [who's watching, who judges]
**Loss Frame:** [what they're afraid of losing]
**The Insight:** [one sentence that unlocks action]

Step 6.2: Add Exemplar Profiles​

Link to 2-3 named individuals who exemplify this archetype:

NameRoleWhy They FitProfile Link
[Name][Role][Why][Link to /docs/players/human-beings/]

Phase 6 Output: Complete ICP document

Outputs​

OutputFormatDestination
ICP documentMarkdown.agent-work/ideal-customer-profiles/
Segment summaryOne-pagerTeam reference
Exemplar profilesLinksCross-reference to profiles

Downstream Consumers​

Downstream WorkflowWhat It NeedsLink
PositioningICP psychology for messagingSell the Idea skill (internal agent)
Content StrategyWho we're writing forArticle Copywriting
Landing PagesConversion optimizationLanding Pages

Success Criteria​

Quality Metrics​

MetricTargetMeasurement
Psycho-logic completedAll 4 questions answeredChecklist
Insight articulatedNon-obvious, actionableReview
Frame testedHeadlines differentiatedA/B test
Exemplars linked2-3 named individualsDocument

Performance Metrics​

MetricTargetTimeframe
Content resonanceHigher engagement30 days
Sales conversionImproved win rate90 days
Customer satisfactionNPS increase6 months

Failure Modes & Solutions​

FailureSymptomSolution
Too broad"Everyone" could be the customerNarrow ruthlessly
Named individual as ICP"Rod Drury" instead of archetypeGeneralize to segment
Logic-logic onlyNo hidden objections foundDig deeper, observe behavior
Obvious insightEveryone already knows thisFind the uncomfortable truth
No exemplarsCan't point to real peopleResearch or interview

The Monopolize-Then-Expand Strategy​

1. Identify a Micro-Segment​

Look for a tiny slice with:

  • Very specific pain points
  • Similar buying processes
  • Same communication channels
  • Shared core values

This segment should feel "too small" to traditional marketers.

2. Dominate Completely​

Pour resources into becoming the undisputed leader:

  • Deep expertise in their specific challenges
  • Messaging that speaks their language
  • Features that solve their exact problems
  • Reputation as THE specialist

3. Expand Methodically​

Only after dominance:

  • Look for adjacent segments
  • Leverage success stories
  • Adapt incrementally
  • Maintain focus on happiness

Why Laser Focus Works​

  1. Market adoption patterns — Innovation spreads through networks of similar users
  2. Virtuous cycle — As you dominate:
    • CAC decreases
    • LTV increases
    • Churn reduces
    • Referrals increase
  3. Defensible position — Specialists create barriers to entry
  4. Clear direction — Team knows exactly who they serve
ActivityQuestionWhen to Use
Market SizingHow big is the opportunity?Before ICP
ICP (this page)Who specifically?After sizing validates
Brand ArchetypesWhat brand personality?Brand alignment

Context​

Changelog​

DateChangeReason
2024-12Upgraded to workflow templateStandardize with inputs/outputs
2024-12Added O-S psycho-logic protocolIntegrate behavioral investigation