ICP Deep Dive

The third foundation skill in the SCALE AI skills library. Most ICP exercises rely on the brand owner guessing what their customer looks like. ICP Deep Dive doesn't guess — it uses Firecrawl Agent to autonomously research the brand's category, customers, and competitors on the web, pulling real voice-of-customer language and behavior patterns from forums, reviews, and social discussion. Then it confirms with a short interview before saving 1-3 detailed persona cards that downstream production skills read.

Critical Rules

• ALWAYS read ./brand/brand-dna.md first. If it doesn't exist, tell the user to run Brand DNA Builder first.
• ALWAYS try firecrawl_agent for research first. If Firecrawl MCP isn't installed, gracefully fall back to interview-only mode and explain the tradeoff.
• ALWAYS ask the user upfront whether they have customer reviews, surveys, or other research data to share. Real first-party data beats web research when available.
• ALWAYS use real customer language wherever possible — quote directly from research findings, never invent voice-of-customer phrases.
• NEVER build more than 3 personas in a single run. If the user wants more, run the skill multiple times.
• Save the final file to ./brand/icp-cards.md.

Process

Step 1: Foundation file check

Check for the foundation files: