Mark Osborne, MBA, CEPA®Enterprise Value Revenue Systems for B2B founders who want to break through revenue roadblocks, Modern Revenue Strategies · Agent Evers - Mark Osborne's agentic tool for building Enterprise Value Revenue Systems for B2B companies from $2M to $20M

The Uncomfortable Truth About ICP

24 Mar 2025 · 0 min

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In this segment, speaker A draws on personal experience as a venture capitalist and founder to highlight a pervasive problem: most startups have no clear understanding of their Ideal Customer Profile (ICP). He describes this ignorance as a "total joke" and sets the stage for a deeper examination of why founders overlook proper customer definition, the negative impact on product‑market fit, and the need for concrete steps to correctly identify and target the right customers.

I have a lot of experience with this, even prior to the turnaround, both on the VC side, starting a company and having no idea who my target customer was. I've seen it time and time again. And there's a few areas that you hit on that I think we should kind of click into. Yeah. Number one, I think the uncomfortable truth is that most people have no idea what their ICP really is. Like, it is a total joke.