The person who signs the check or directly champions the engagement.
Top industries from your existing clients are shown above. Confirm or adjust.
Not what they say they want (training), but what they actually need (measurable capability change).
e.g. "Looking like they wasted the budget", "Program failing publicly", "Staff disengagement after a bad rollout"
e.g. "A people-first leader who believes learning is a business driver, not an HR checkbox."
e.g. "New role, high turnover, failed program, upcoming audit, or leadership mandate"
Who needs to say yes? Who can say no?
The more specific they can get, the stronger the fit signal. Vague = still exploring. Specific = ready.
Anti-ICP is as important as ICP. Naming who you don't serve protects your capacity.
What is an ICP?
An Ideal Customer Profile defines who you do your best work with — not just who can pay you, but who gets the most value from your specific approach.
A strong ICP makes every downstream decision easier: what you say, where you show up, how you price, and who you turn down.
A strong ICP makes every downstream decision easier: what you say, where you show up, how you price, and who you turn down.
Start here: Demographics set the filter. Psychographics explain the person. Behavioral tells you when they buy. Success tells you who's worth keeping.