Why “everyone” is not your customer (and that’s a good thing)

Ever tried selling ice to an eskimo? No? Well, if you’re targeting everyone with your product, you’re basically doing just that.

Because here’s the thing: Not everyone is your customer. And that’s not a flaw in your business - it’s a superpower.

The sooner you realize this, the faster you stop wasting time, money, and energy trying to convince the wrong people to care. Instead, you can focus on attracting the right ones - the ones who will buy, love, and come back for more.

What’s an ICP, and why should you care?

Your Ideal Customer Profile (ICP) is your dream user—the person who doesn’t just need your product but actually wants it and will keep coming back.

Hint: Your ICP is NOT “anyone with a laptop.”

Let’s say you’re launching a new AI-powered project management tool. If you think your ICP is anyone who works, you're setting yourself up for failure.

Instead, the right ICP might look like:
Startup founders who need a flexible, no-code tool to streamline operations.
Remote tech teams that require seamless integrations with Slack, GitHub, and Notion.
Product managers in SaaS companies who juggle cross-functional teams and tight deadlines.

These groups actually care about what makes your product special. And when you target them directly, your marketing lands better, converts faster, and builds loyalty.

Why targeting everyone is a growth killer

Trying to sell to everyone sounds great in theory, but in reality? It’s like launching a new productivity app and hoping anyone who owns a computer will use it.

Here’s why that approach fails:

❌ Wasted marketing dollars – You’re paying to reach people who will never use your product.
❌ Lower conversion rates – If you talk to everyone, your message resonates with no one.
❌ No customer loyalty – One-time users don’t build sustainable businesses.

And guess what? Your competitors do know their ICPs, and they’re laser-focused on serving them better than you.

Fishing in the right pond

Building your ICP is like choosing the right data set for an AI model - you don’t just throw in random inputs and hope the algorithm figures it out. You define the parameters clearly to get the best output.

To define your ICP, ask yourself:

Who are my best users? Look at your happiest, highest-value customers - what do they have in common?
What do they struggle with? What pain points does your product actually solve for them?
Why do they choose my product over competitors? (And if you don’t know, ask them!)
Where do they hang out? Which online communities, platforms, or events do they engage with?

By understanding this, you stop guessing and start targeting with precision.

Narrowing your niche = Scaling faster

Think about it - Slack was originally built for game developers before it became the go-to workplace communication tool. Zoom didn’t try to beat Skype overnight - it focused on enterprise teams that needed seamless video quality.

What do all these companies have in common?
They mastered a niche first before expanding.

By zeroing in on your ideal customers, you create a strong foundation - one where your marketing feels natural, your customers sell for you, and your brand becomes known for something specific and valuable.

So… are you sniping or spraying?

At the end of the day, you have two choices:

Be a sniper - laser-focused, precise, and effective in targeting your best-fit customers.
Or spray and pray - throwing ads, content, and sales efforts at everyone and hoping something sticks.

One gets results. The other burns cash and your patience.

So… are you targeting the right people, or are you just hoping for the best?