nomarj ICP Builder
Pre-requisites
Invoke business-context skill first. Requires a GTM spec for this product.
What you build
A specific, usable ICP — not a persona cartoon. Something you can filter a LinkedIn search with. Something you can hand to an outreach sequence.
ICP Document Structure
Firmographic (company)
Industry: [specific vertical — not "tech"]
Company size: [headcount or ARR range]
Geography: [country/region — be specific]
Stage: [startup/scaleup/enterprise — not all three]
Tech indicators: [tools they use that signal fit]
Anti-fit: [company types that look right but never buy]
Demographic (person)
Title: [exact job titles — 2-3, not 10]
Seniority: [IC / manager / director / VP / C-suite]
Department: [function they sit in]
Reports to: [who they answer to]
Owns budget: [yes/no — or "influences"]
Decision maker: [yes/no — or "champion"]
Psychographic (mindset)
Pain they feel daily: [specific, not generic]
Fear they won't say out loud: [what keeps them up]
What success looks like: [measurable for them]
What they read/watch: [where they get information]
Who they trust: [peers, analysts, communities]
Trigger events
Trigger 1: [event that makes them go looking — be specific]
Trigger 2: [another event]
Signal: [how we would know this trigger just happened]
Disqualifiers
- [reason this company/person will never buy even if they look like ICP]
- [another disqualifier]
Per-product ICP notes
Sigil
The buyer is not the CISO. The CISO approves budgets. The buyer is the security engineer or DevSecOps lead who:
- Just had an incident involving an AI agent or MCP server
- Is being asked by their CISO to "do something about AI security"
- Has never had a tool specifically for auditing AI agent code
Trigger: company adopts Claude Code / Cursor / agentic workflows in production. Signal: GitHub shows active Claude Code use, MCP server repos, agent frameworks.
Operable
The buyer is not a CTO. The buyer is the operations lead or fund manager who:
- Runs data reconciliation manually across 3+ platforms every month
- Knows what SimCorp/Bloomberg/Asgard/Netwealth cost and is skeptical of yet another system
- Has APRA audit obligations that manual processes barely satisfy
Trigger: new platform rollout (Asgard → Hub24 migration), new hire who expects automation, failed audit finding around data reconciliation. Signal: job posting for "investment operations analyst" at a boutique fund manager.
InstaIndex
The buyer is an SEO manager or technical founder who:
- Just published content that isn't getting indexed
- Heard about AI search and doesn't know if their site appears in it
- Is frustrated that Google Search Console doesn't cover AI indexing
Trigger: new site launch, Google indexing lag complaint, competitor ranking in AI search. Signal: Google Search Console connected, active blog publishing, technical site.
Output
Save to .nomark/growth/<product>/icp.md. Commit with:
git add .nomark/growth/<product>/icp.md
git commit -m "growth: <product> ICP — $(date '+%Y-%m-%d')"