Start with pain, not personas

If you haven’t sold much yet, you don’t need a perfect customer profile—you need a pain profile. The best way to find your ICP (Ideal Customer Profile) isn’t by guessing at firmographics. It’s by identifying who’s most frustrated by the problem you solve.

Here’s how to find that:

• Interview your sharpest early adopters: Even if you only have 2–3 users, dig into why they said yes.
• Map urgent pain to segments: Who feels the pain most urgently? What do they have in common (job, size, budget, tech stack)?
• Look for ‘hair-on-fire’ signals: Seek buyers who are actively trying to solve the problem now—not someday.
• Run outbound tests by segment: Try 2–3 different customer profiles and see who responds to your messaging.
• Track where deals move fastest: Velocity is a proxy for fit. Even a short sales cycle is a clue.

“Your ICP isn’t who could use your product. It’s who needs it urgently and will pay to fix the problem today.”
— OpenView Partners

You don’t need volume—you need signal. Find the few who lean in fast. That’s your starting ICP.

Pro tip: Build a “reverse ICP” too—profiles that ghost, churn, or stall. Knowing who’s not a fit is just as valuable early on.