Being a founder is lonely. You’re pulled in a hundred directions, expected to have all the answers, and often left without a safe space to voice doubts or test ideas.
I’m not sure when the idea of Ideal Customer Profiles (ICPs) first started circulating around the B2B world but it’s relatively recently (cue someone mailing me with evidence of them first in use in 1973…). Personally, I’ve been using the idea consciously for the last four years or so.
A few years ago, a client asked me to create a marketing strategy. When I asked about the overall business strategy, I was told it was still being finalised. So how could I create a marketing strategy that truly met the business’ aims?
Almost every startup I’ve worked in has had a portfolio Finance Director. It’s a concept which has been around for a long time, and it makes perfect sense.
