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Foundations Roadmap

ICP, value prop, messaging

Define Your ICP

Firmographic criteria — Filter target companies by size, industry, revenue range, and geography to narrow your total addressable market to best-fit accounts. (read more)
Behavioral signals — Use intent data like content consumption, tech stack changes, and hiring surges to identify accounts actively in a buying cycle. (read more)
Interview best customers — Run structured interviews with your top 10-20 customers to uncover shared pain points, buying triggers, and success patterns. (read more)
ICP scoring rubric — Assign weighted scores across firmographic, technographic, and behavioral dimensions to tier accounts into A/B/C priority buckets.

Jobs-to-be-done — Identify the specific outcome customers hire your product to achieve, not the features they use to get there. (read more)
Value Prop Canvas — Map customer jobs, pains, and gains against your product's pain relievers and gain creators using Strategyzer's visual framework. (read more)
Competitive alternatives — List every alternative your buyer considers including doing nothing, spreadsheets, or hiring — then position against the real competition.

Core narrative — Write a single paragraph story covering the status quo, the conflict your product resolves, and proof it works. (read more)
Proof points — Build case studies with specific metrics, customer quotes, and before/after results that validate your claims with data. (read more)
Channel variants — Adapt your core message length and format per channel: under 300 chars for LinkedIn, scannable bullets for email, hook-first for ads.

Channel-market fit — Score each channel against audience demographics, intent signals, and your resource constraints before committing budget. (read more)
Start with one — Go deep on one channel until you hit predictable pipeline — spreading across five channels with mediocre execution loses to mastering one.
When to add second — Expand to a second channel once your first produces consistent, measurable results and you have bandwidth to execute both well.

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