I've always referred to the ICP as "Evangelists" - which I based on the "Innovators" adopter group from Everett Rogers' Diffusion of Innovations Theory (https://www.youtube.com/watch?v=9QnfWhtujPA). These are the folks whose pain is so acute that they don't care how ugly the solution is, as long as it solves their problem. And if you are able to solve their problem, they will shout your praises far and wide, which serves as the best form of marketing. Whenever I advise folks on product strategy, I always make sure that they understand the importance on being laser-focused on the needs of these folks.
I have a question. What would be the differences for a low frequency but deep engagement once/twice in lifetime product. For example - A wedding platform or a home purchase portal.
I've always referred to the ICP as "Evangelists" - which I based on the "Innovators" adopter group from Everett Rogers' Diffusion of Innovations Theory (https://www.youtube.com/watch?v=9QnfWhtujPA). These are the folks whose pain is so acute that they don't care how ugly the solution is, as long as it solves their problem. And if you are able to solve their problem, they will shout your praises far and wide, which serves as the best form of marketing. Whenever I advise folks on product strategy, I always make sure that they understand the importance on being laser-focused on the needs of these folks.
Great article.
I have a question. What would be the differences for a low frequency but deep engagement once/twice in lifetime product. For example - A wedding platform or a home purchase portal.