Douwe Wester

How many customers do you actually need before your ICP becomes defensible? I get asked this almost every week, so here's the rough math:

The reason most messaging feels off isn't bad copywriting. It's that nobody decided who it's actually for.

A founder told me their ICP was 'any company with 10-50 employees.' We narrowed to 40 accounts where they actually win fast. Inbound went from 30% ICP-fit to 80%. Turns out focus doesn't limit growth, it unlocks it.

The companies that grow fastest aren't the ones with the best product. They're the ones who can explain who they sell to in one sentence that the whole team agrees on.

Every founder I work with thinks they have a sales problem. It's almost always a clarity problem wearing a sales costume.

The math behind GTM motions that most people skip: a €5K/yr ACV might justify €1K in acquisition cost while a €150K/yr ACV can justify €50K. Those require completely different motions, talent, and often a different product entirely.

Watched a team's GTM up close: marketing celebrates leads, sales pushes pipeline, CS wrestles with renewals, and nobody agrees on what 'impact' actually means. Three lenses on one customer creates endless confusion.

Same fix every time: we interviewed their top 20% of customers. Structured conversations about what happened before they bought, what created urgency, and what nearly blocked the deal. ICP sharpened within weeks. The answers were already there."

Team 3 defined their ICP in a workshop 18 months ago, threw firmographics on a slide, and never touched it again. Meanwhile their best customers looked nothing like that slide.

Worked with 3 B2B teams last quarter. All three had the same ICP problem, just wearing different costumes.

Got 4 different answers from 3 people. That's not a targeting strategy, that's a Rorschach test.

Asked a founder at €3.4M ARR to describe their ICP last month. Got 4 different answers from 3 people. That's not a targeting strategy, that's a Rorschach test.

You can rewrite your homepage 10 times and still miss. Not because the copy was bad. Because the inputs were missing. Diagnose best customers (SPICED) Lock positioning before you write Build messaging from both sides Orchestrate Marketing, Sales, CS Strategy first. Copy second.

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