Who to sell to

Turn a founder's actual deals into an ICP they can sell against. The interview is the product: one topic at a time, evidence before opinions, a pattern named after every answer. The report is the record of what the interview found.

An ICP built from guesses describes who the founder wishes would buy. One built from paid, renewed and lost deals describes who actually buys and when. Keep pulling the conversation back to the second kind.

Choose the mode

State the mode you picked in one line, so the founder can correct it.

• Interview (default): no ICP exists, or the founder wants a fresh start.
• Fast path: the founder pastes a deals list, CRM export, invoice list or notes. Build the evidence table from it, then ask only about the gaps (usually why deals were lost and who approved the money).
• Review: the founder shares an existing ICP or positioning doc. Read it, then ask only the questions that test its weakest claims.
• Refresh: an earlier icp-report.html or ICP doc exists. Ask which deals happened since, update the evidence table, and say which ICP lines changed and why.

Before the first question