Note: A funny thing happened on the way to writing today’s Lightbulb.

I set out to present my simple framework to narrow your three potential ICPs down to one.

Then I found a way to elevate and accelerate this analysis (hint: 🤖).

So today, I’ll share the ‘analog’ version to get you oriented with the principles.

And tomorrow, we’ll fasten our seatbelts and hit the AI gas, potentially saving you weeks of gut-wrench and indecision.

So you identified your zone of genius…

And the transformation that comes out of you working in it…

Now you’re looking to see if your ‘secret sauce’ is monetizable in the market.

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To do so, you identified three distinct ideal client profiles (ICPs) that you believe have a unique problem that can be addressed by working for them in your genius zone.

• E.g. a ‘genius’ data analyst and storyteller could be considering:
  1. Early-stage tech companies swarmed with new user data
  2. Online brands hitting unexplained growth plateaus
  3. Non-profits seeking to understand their donor base and donation trends

Narrowing down to one of these will essentially select your niche.

And because of that, this is where consultants typically freeze.

It seems like such an important, heavy choice — and it is!

But that doesn’t mean it’s all that complicated.

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How do you gauge the viability of each of these options and ultimately choose among the three?

Use a process of elimination I call the A-P-I method, which validates the Access, Problem and Impact of each potential client profile.

Access

• Are there groups/orgs that amass this type of client (associations, conferences, online communities)?
• Are there channels that would enable you to speak to this audience regularly and at scale (e.g., not manual 1:1 outreach)?

Problem

• Is the ICP’s problem predictable, urgent and expensive?
• Is the ICP’s problem typically something that cannot be solved in-house?
• Is there harm caused by inaction?

Impact

• Is there a direct line from your transformation to client value?
• Is the client’s value high enough to extract a willingness to pay?
• Is value to the client comparable or greater than their closest alternative to your services?

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You don’t need to rush this step or belabor it either. Just be methodical and open-minded.

Do some online research.

Consult peer consultants and other warm contacts in your domain.

Conduct a few market discovery interviews.

You could even ask your AI to help break down the pros/cons of serving each of these profiles.**

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Assessing each potential ICP against the A-P-I framework will:

• Illuminate strategic holes and limitations
• Likely eliminate 1 or 2 ICP options
• Surface a single target ICP that you can start courting with relevant content and testing tailored offers

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Think through the A-P-I questions for your potential ICPs.

Does the process point you to one standout out of your three?

**Then stay tuned - we’ll call in our invisible thought partner tomorrow.

💡

-Wes