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Early-stage ideal customer profiles (ICPs) are usually way too broad, leading to a host of problems in your GTM, from low response rates to outreach and ads, to disjointed feedback from customers to struggling to maintain multiple sales and marketing motions.

This happens when you rely purely on generic company attributes to define your ICP, like industry, number of employees, geography, recent hires etc, because these attributes don't tell you whether a company has the problem you solve.

This lesson walks through 4 deeper attributes you can add to your ICP to give you a higher chance of predicting the problems that leaders in the company are dealing with and increase your chances of finding prospects who are interested in buying your product.