Why broad ICPs quietly kill great startups (and what to do instead)
Description
Most SaaS founders don’t stall growth because they’re careless; they stall because they’re ambitious.
You start with a focused ICP. It works. Revenue grows.
Then comes the temptation to expand too early. And that’s when the downward spiral begins.
In this episode, we unpack one of the most common and dangerous mistakes in SaaS growth: broadening your ICP before your system is ready to scale.
You’ll learn:
Why early ICP expansion looks like progress but leads to decay
More leads and meetings, sure. But then messaging fragments, sales cycles stretch, and CAC quietly creeps upward.
The downstream damage of a diluted ICP
Your product roadmap becomes reactive
Your sales team loses clarity
Your homepage stops converting
Your brand loses its edge
How to run the ICP alignment test
Ask this one question to reveal if your company is known for something specific or just vaguely helpful.
What top SaaS companies do instead
They master one ICP. Build a repeatable engine. Only then do they expand, one adjacent persona at a time.
This episode is your blueprint for tightening positioning, rebuilding clarity, and creating the kind of focus that compounds growth quarter after quarter.
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