Hi everyone, it’s day 17, and today I just want to talk about something I think we often gloss over understanding your ICP, your ideal customer profile, and why it really matters.
I know it’s something everyone has heard before: “know your customer.” But I’ve realized that many of us myself included at some point still underestimate how deep that understanding needs to go. Especially when we talk about distribution.
Because when you think about it, you’re not just distributing your product, you’re distributing to someone a real person. Every message, every product feature, every platform choice all of it has to connect back to that person.
Recall when I talked about the base of the pyramid, it ties back perfectly here. It’s about asking: how do the people at different levels of that pyramid behave? Where do they spend their time? What platforms do they use? What do they trust?
You don’t have to be on every single distribution channel. In fact, that’s where a lot of brands get it wrong. You just need to be where your audience actually is.
Now we’re entering a new phase where AI seems to be taking over, with new tools, new distribution systems, and faster ways to reach people. However, one thing that remains unchanged is the people themselves. The humans consuming your product are still humans. Their behavior might shift, their preferences might evolve, but they don’t disappear.
So before you rush to “keep up with the times,” keep up with your people. If your audience genuinely uses AI-powered tools, then by all means, reach them there. But if they don’t, why go where they aren’t?
This is something we’ve been learning firsthand at Selar. Recently, we noticed some emerging niches in the events space. Certain kinds of events were suddenly becoming more common. Instead of waiting for these organizers to come to us, we started proactively reaching out building relationships early, even before they began planning their next event.
It’s a simple but powerful way to think: stay close to the humans behind the trend. Watch what they do, where they go, how they think.
So when you think about your ICP, don’t stop at demographics or segments. Think about their day. When they wake up, what’s the first app they open? What content do they see? What do they trust? What makes them curious?
Because distribution is not just about where you show up it’s about when, how, and why you show up for the people who actually care.
At the end of the day, technology changes, but human behavior is still the compass.
Keep watching it closely.