ICP and positioning
Know exactly who to talk to and what to say
We write down who you win with, what you want to be known for and what your buyers actually need. Every DM and every post is built on it.
What's included
Four parts, written in plain language you can hand to anyone on your team.
Ideal client profile
Company type, size, region, decision-maker and buying signals, defined by facts you can filter a lead list on.
Exclusions
Who you should not talk to: poor fits, competitors and existing clients, so no time is spent on them.
Positioning statement
What you are known for, who it is for, and why you instead of the alternatives your buyer is weighing.
Buyer needs map
The problems, triggers and objections your buyers mention, in their words. Pro and Enterprise.
Message angles
The handful of angles both engines use: the problem you lead with, the proof you show, the next step you offer.
Test log
Each experiment, what changed and what won, so the Spine gets sharper over time. Enterprise.
Step by step
How we build it
From what you already know about your best clients, not from a template.
Interview
We talk through your best and worst clients, your offer and the deals you lost.
Evidence
We look at your current clients, profile, past conversations and the market around you.
Draft
We write the ICP, positioning and needs map and walk you through them.
Agree and test
You sign off, both engines start using it, and the first test is set.
Which plans include it
Every plan starts with an ICP. The depth and the testing cadence grow with the plan.
Starter
ICP and positioning one-pager, with a monthly ICP review.
Pro
Full Spine with buyer needs map, and weekly ICP and positioning tests.
Enterprise
Full Spine with needs map, weekly positioning experiments and a written test log.
Keep exploring
Related services
The parts of the system this service works with.
Reporting and weekly testing
How the Spine is kept current.
Includes One-variable tests · Spine updates · Pipeline report
ICP lead lists
Your ICP, turned into real names.
Includes ICP filters · Signal checks · List hygiene
Profile optimisation
Your positioning, on your profile.
Includes Headline · Banner · About section
ICP and positioning FAQ
I already have an ICP. Do I still need this?
We start from yours. If it is already specific enough to build a lead list from, we confirm it and focus on positioning and the needs map.
What is the difference between the one-pager and the full Spine?
The one-pager covers who you target and how you position yourself. The full Spine adds the buyer needs map and weekly tests that keep it current.
What if we get the ICP wrong?
The first version is our best evidence, not a final answer. Reviews and tests exist to correct it, and both engines pick up every change.
