Customer Profiling

Create ideal customer profiles (ICPs) for each target market. Customer profiles describe who buys, why they buy, and how they make purchasing decisions.

Core Concept

Customer profiles are market-scoped, not proposition-scoped. All propositions targeting "mid-market SaaS" share the same customer profile because the buyer is the same person regardless of which feature they are evaluating. The profile captures the buyer's world — their pain points, decision criteria, and information habits.

This matters because downstream deliverables (competitive analysis, messaging, sales collateral) all depend on knowing the buyer. A strong customer profile makes every other skill more effective; a weak one propagates blind spots throughout the portfolio.

Workflow

1. Select Markets

List existing markets (read markets/ directory) and identify those without customer files. Present options:

• Create profiles for all markets without them
• Create a profile for a specific market