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01 · Brand

ICP

Who we sell to. Who we don't.

Last synced 2026-04-28

ICP — Ideal Customer Profile

Who We Serve

7-9 figure consultants and agency owners doing $3M-$15M/yr who are hitting the "everything is inefficient" wall. They've built a real business with real team and real revenue. Adding people isn't solving the problem. They need systems — AI systems — that make everything work better without adding headcount.

One client type. No experiments with smaller businesses or pre-revenue founders.

The Stage They're At (Hormozi Stage 5-6)

Stage 5: Founder is still the bottleneck despite having a team. Revenue is $1M-$3M. Fulfillment is manual and custom. Leads are leaking. Content is inconsistent.

Stage 6: Real business. Real team. Real revenue. But things are getting less efficient as they scale. Adding headcount creates more management overhead. Money is moving but visibility is low. Marketing and sales infrastructure is manual.

The Stage 6 feeling: "I built this to $5M and now I can't figure out why more people isn't making it better."

Demographics

  • Revenue: $3M-$15M/yr ($250K-$1.25M/mo)
  • Team: 20-49 employees
  • Role: Founder/CEO — moved from operator to leader managing managers
  • Industries: Marketing agencies, content agencies, sales training companies, OFM agencies, consulting businesses, high-ticket service businesses, info businesses
  • Markets: US, UK, Dubai — English-speaking, online-first
  • Margins: 40-70%

Pain Patterns (From 103 Sales Calls)

Operations

  • Running fulfillment manually. Everything touches a human.
  • No system connecting what happens in sales to what gets created in marketing.
  • Account managers overwhelmed with repetitive questions clients ask every week.
  • Reporting takes days. By the time they have the data, the window is gone.

Sales

  • Close rate lower than it should be. No data on why.
  • Setters and closers aren't tracked objectively. Human bias everywhere.
  • Follow-up is manual. Leads leak between every step.
  • Show rate problems — booked calls that don't show because there's no pre-call sequence.

Marketing & Content

  • One-person marketing team trying to produce content at scale.
  • Content is inconsistent. Post when they remember, not on a system.
  • CAC is climbing. Organic doesn't convert because there's no infrastructure behind it.
  • Creating content strategy documents manually takes 2-3 days per client.

The Founder

  • Still the bottleneck. Team is growing but nothing gets done without them.
  • Knows AI is the lever. Tried to set up Claude or ChatGPT themselves. Gave up.
  • Can't optimize existing products AND grow at the same time.
  • Spending 80% of their time inside the business. 20% left for growth.

Psychographics

What they value:

  • Proof over promises. Show me the system working.
  • Speed of execution. They've been burned by agencies that deliver slow.
  • Direct communication. No fluff. Peer to peer.
  • Premium = credibility. Low prices make them suspicious.
  • Control. Let them self-select in. Don't push.

What they hate:

  • AI "experts" who've never implemented anything real.
  • Agencies that pitch big and deliver small.
  • Being sold more work disguised as a solution.
  • Unnecessary calls, opt-ins, funnels. They want direct access.
  • Hype, fake urgency, manufactured scarcity.
  • Anything that feels like a pitch.

How they buy:

  • They decide fast once they see proof. Dashboard video = proof.
  • Premium pricing signals credibility. They expect to pay.
  • Self-select. They see the content, book the call, show up ready.
  • Once committed, they want execution. Not nurturing. Not check-ins.
  • Logic and evidence. Their own Te closes the deal.

Why Chris's Approach Works for This ICP

This ICP skews Te-dominant. High-achieving founders who built real businesses run on systems thinking, efficiency, and measurable results. They buy the way Chris presents: show the system, show the numbers, let them decide.

The anti-hype positioning isn't a strategy — it's cognitive resonance. His ICP is also low-Fe. Emotional sales tactics don't work on them. Proof does.

Full analysis: 10-cognitive-profile.md

Real Examples (From Sales Calls)

Lewis Tierney — Content/marketing agency, Dubai. B2B clients + OFM. Saw dashboard video. Wanted to white-label for real estate clients at $50K+.

Sam Lister / Stupar Enterprises — Jordan Stupar's sales training company. ~$1M/mo. 8,000 paid leads/mo. One-man marketing team. Wanted 500-10K pieces of AI creative/month.

Jace Kovacevich — Closed won. Discovery to install.

Paul Alshooler — Proposal sent. Saw the system, wanted the installation.

Ellis + Lewis (content agency) — 35-40 staff. Founders still stuck in day-to-day operations. Creative directors couldn't match Ellis's level for content ideation. Classic Stage 6 bottleneck problem.

Non-ICP (Who We Don't Work With)

  • Pre-revenue or sub-$1M founders — the ROI math doesn't work yet
  • Local businesses without an online presence
  • Anyone who needs to justify the price to a third party
  • "Teach me AI" buyers — we install, we don't educate
  • Businesses in industries we can't build context for quickly

ICP Language (How They Describe Their Problems)

Direct quotes from sales calls:

  • "We're running everything manually"
  • "I'm still the bottleneck even with a full team"
  • "Our content is inconsistent"
  • "We tried agencies — they underdelivered"
  • "I know AI is the future but I don't have time to figure it out"
  • "I need someone to just build this for me"
  • "Our fulfillment isn't productized"
  • "We're spending on growth but not growing"
  • "Sounds too good to be true" (objection — overcome with dashboard demo)
  • "How do I know this isn't AI slop?"