Define Your ICP: tiers, criteria, and the anti-ICP
What this does
Turns a fuzzy "we sell to Series B SaaS" into a real ICP definition: named tiers with explicit criteria, the signals that indicate fit, the anti-ICP you exclude on purpose, and a qualification framework. This is the substance the rest of your context repo runs on. A category is not a definition, and bad context in is bad output out.
What you'll need (reads)
What you know about your best and worst customers: who renews and expands, who churned, who you lost and why. No connectors required, do it from memory or a whiteboard. A customer list or CRM export sharpens it but is not required.
The method
- Separate category from definition. "Series B SaaS" is a category. A definition adds the employee range and why, the technographic signals, the organizational signals (does this function even exist there?), and the exclusions.
- Name the tiers. Tier 1 buys fast, expands, and references. Tier 2 fits but is slower or smaller. Tier 3 works but is not the focus. Give each explicit, checkable criteria.
- Write the anti-ICP. The segments you exclude on purpose, and why. This saves more rep time than the ICP itself.
- Build the qualification framework. Must-haves (no deal without them) kept separate from red flags (proceed with caution). Not one blended list.
- Start the evolution log. Date the definition. Every time a filter tightens or a segment gets cut, record what changed and why. Six months of that log is worth more than the current definition.
Failure points
- Naming a category and calling it a definition.
- One blended qualification list instead of must-haves vs red flags.
- No anti-ICP, so reps chase everything.
- No evolution log, so you never learn why the ICP changed.
The receipt (writes)
[your tier definitions with explicit criteria, the anti-ICP, the must-have vs red-flag framework, and the first evolution-log entry. This becomes context/icp-definition.md]
Next move
Hand the ICP to Positioning so your message speaks to exactly who you just defined. Built GTM. Receipts only.