Emilio GarciaManaging Partner, Boundify · Demand Gen Advisor

Everyone Isn’t Your Audience, and That’s Okay

5 Dec 2025 · 1 min

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In this segment, the speaker stresses the critical importance of defining a clear Ideal Customer Profile (ICP) for startups, warning against the temptation to target a broad, undefined audience. They argue that trying to serve everyone is impractical, costly, and unsustainable, leading to diluted focus and poor execution. The speaker illustrates this point by describing a collaborative effort among Grammarly, Coda, and Superhuman to establish a combined ICP for an AI productivity suite, emphasizing that a unified, well‑defined target market enables faster market penetration and more effective product development.

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I also deeply believe in putting in the effort into defining your ICP. Not a lot of companies do that. And so they— and it's scary, especially as a startup, because there's so many people you could be selling to and there's so many great use cases, but you cannot build and sell to everybody. That just is not practical. It's too expensive. It's unsustainable. You need a lot of people and you're not going to do it well. Because you're just like trying to do too many. Seen a lot of companies try to do that. And so that's one of the things we're doing now with Grammarly, Coda, and Superhuman is what is our now combined ICP? Because we've all had different ones. So who are we building an AI productivity suite for together? And it's so important to do that because if not, like, you're just not going to move as fast in the markets that matter.