Find me a team that is having trouble with marketing. It’s a safe bet that they’re struggling with who their customer is and why those people should do business with them. Or it’s a kool-aid answer, like “we’re the best.” Well, why are you the best? Who says you’re the best? Where can you find more of those people?
You Don't Have a Customer if You Don't Have Non-Customers
Ideal Customer Profile Framework
Your Ideal Customer Profile – ICP – dictates (or should dictate) everything from the features and functionality of the SaaS product you build, to the words you use and the emotion you invoke or tap into in your marketing.