Your marketing isn’t missing creativity — it’s missing clarity.
If “everyone” is your customer, no one is.
Here’s a simple way to build an Ideal Customer Avatar that actually drives revenue.
Years ago, Superhuman measured product/market fit and found only 22% of users would be “very disappointed” without it. They profiled that group, used those users’ language in their positioning, and focused the roadmap on what those users valued most.
Three quarters later, that score hit 58%, along with higher NPS and stronger investor interest. They doubled down on true fans’ needs, not the loudest requests.
The 30-minute ICA sprint
Start with customers who pay & stay
- Export your top 20–30 accounts by LTV/gross margin.
- Note patterns from CRM notes, support tickets, interviews.
Demographics / firmographics (who they are)
- B2B: industry, revenue band, employees, geography, buying role/title, budget authority.
- B2C: age range, location, income band, family stage, education.
Psychographics (how they think)
- Goals: what “better” looks like in their words.
- Values: speed? certainty? status? savings?
- Triggers: events that start the search (missed target, churn spike, new funding, a new boss).
- Fears/objections: risk, switching pain, learning curve.
Top 3 challenges (evidence-based)
- Paste exact phrases from call notes/emails—don’t paraphrase.
- Rank by frequency + deal impact (lost/won notes).
- If light on signal, run 5–10 quick customer calls.
Jobs-to-be-Done (what they’re “hiring” you for)
- “Help me _ so I can _.”
- One core job + 2 supporting jobs max.
Buying process (how they decide)
- Decision-maker, influencers, blockers, legal/procurement steps, typical timeline.
- Non-starters and red flags.
Where they hang out (where to reach them)
- Communities, newsletters, events, podcasts, search terms, influencers.
- Pick 2–3 channels to dominate; ignore the rest for 90 days.
Fit scorecard (who to say “no” to)
- +2: has core job + budget authority
- +1: urgent trigger in last 90 days
- −1: long procurement or custom-only requirements
- – Pursue ≥3; park ≤1.
Message map (what to say)
- Headline: “For [role] who want [outcome] without [pain].”
- 3 bullets: benefits tied to the top 3 challenges.
- Proof: metric, testimonial snippet, or case link for each.
🧠 Key Takeaway
Growth accelerates with a specific avatar: who you serve, their goal, and the 3 problems you remove – then let it guide product, copy, and channels.
What’s one specific trait of your ideal customer you’re going to lean into this month? Share your thoughts!