Das ICP-Dokument, das nie fertig wird

I've been rewriting the same Ideal Customer Profile document for 2 years. It's now 22 slides, a custom tool, and a full sales dashboard. And it's still not finished.

Most founders define their ICP once: Company size, industry, and job title. Done. But we went deeper. The job isn't just functional. It's emotional: "I don't want to look wrong in front of the board." "I don't want to defend my work every time."

That's where buying decisions actually happen. So we stopped talking about features and built everything around the job.

Two years in, and it's still evolving. I don't think it will ever be finished because your customer isn't static, and if your ICP is static, it's already wrong.