Spotlight_Vol 25_Issue_2

PREPARING FOR GROWTH Finding Your Who

by Darryll Gillard

Hello, entrepreneurs and leaders. If you are anything like me, you hate jargon! Sometimes, because it feels like the language of an elite club, sometimes you suspect people are trying to bamboozle you with science, and sometimes it just sounds made up. I’m with you. But I’m going to use some marketing jargon and break down why it is so important for us if we want to understand where to grow. It’s the classic Ideal Customer Profile (ICP). I’m going to use ICP so as to not waste space in this article, but don’t judge me for that!

66 SPOTLIGHT ON BUSINESS MAGAZINE • VOL 25 ISSUE 2

BUSINESS • SPOTLIGHT ON BUSINESS MAGAZINE 67

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