Narrow to Grow: Why Your ICP Is Too Loose
In almost every founder call, I ask: “Who’s your ideal customer?”
And nine times out of ten, the answer is… too broad.
“We can sell to SMBs or mid-market or enterprise.”
“Our tool works for healthcare, fintech, SaaS, even retail.”
“Anyone with a sales team is a target.”
That’s not an ICP. That’s a wish list.
Here’s the blunt truth:
A wide ICP isn’t strategy. It’s insecurity.
When you try to sell to everyone, you dilute your story for everyone.
When you narrow to one, you resonate with many.
Think about it.
It’s easier to win when you can say…
“We help healthcare CFOs cut claims costs by 30%.”
vs.“We help companies manage finance better.”
It’s not just clarity for buyers. It’s clarity for you.
A tight ICP means:
You know who to target.
You know what language to use.
You know how to measure success.
You know who you are building for.
And here’s what founders often forget:
It’s way easier to expand outward from a beachhead than it is to shrink backward from a messy sprawl.
Amazon started with just books.
Facebook started with just college students.
Even Salesforce started with just SMB sales teams.
Focus isn’t a limitation.
It’s a launchpad.
If your ICP feels uncomfortable because it’s so narrow, you’re probably on the right track.
Don’t spray. Don’t pray.
Pick the customer you can win and double down.
Because the fastest way to grow is to go smaller first.