Free Lesson
Develop Your Product ICP and Positioning
30 min
Oct 21, 2026 12:00 PM
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What you'll learn
Choose the ICP Your Product Can Win
Prioritize one customer segment using pain, urgency, value, ability to buy, and reach
Position Your Product in Customer Language
Turn ICP, problem, outcome, and differentiation into a clear positioning statement in language your customers understand
Defend Your GTM Recommendation
Explain why this segment and positioning deserve investment, with evidence and tradeoffs
Why this topic matters
Senior PMs often ship strong products but struggle to get leadership buy-in because the target customer and value story are too broad. This lesson helps you choose the customer segment where the product has the best chance to win, turn that choice into clear positioning, and explain the trade-offs to executives. You leave with a sharper GTM recommendation you can use to align Product, Marketing, Sales, and leadership.
