Hot take. Product teams talking too much about ICPs is a red flag. ICPs are for sales and marketing teams. They’re at the blunt end and need to narrow their focus to maximise win rate and build a hyper efficient growth engine.

Product teams need to know and understand their ICP to support prioritisation, but they should be thinking in terms of Product Market Fit strength across segments. We need to have that peripheral vision and understand the whole picture. This is how you expand PMF and win more over time.