Do You Really Know Your ICP? Why It Matters and How to Find Out

Do You Really Know Your ICP? Why It Matters and How to Find Out

Your ideal customer profile (ICP) is the north star for your entire company: it determines who you’re building for and selling to. Though most growth-stage founders think they know who their ICP is, very few know how to update and refine it to keep the company focused as they grow—which can lead to a lot of headaches down the road.

In this debut episode of a16z Growth’s new company scaling podcast, the a16z Guide to Growth, a16z's Joe Morrissey (General Partner, a16z Growth), Michael King (Partner, Go-to-Market Network), and Mark Regan (Partner, a16z Growth) break down why ICP misalignment is often the hidden cause of common problems across the entire company, from pipeline gaps and bloated marketing spend to stalled product roadmaps—and dive deep on how to fix it.

They offer tactical advice for defining (and refining!) your ICP as you scale, explain why getting it right requires company-wide alignment, and how to navigate the “precision paradox” when implementing it. Plus, why ICPs matter even more in the AI era, and how a well-executed ICP shows up across the business when it's working.

Resources:

Read more on sales and go-to-market on our Growth Content Compendium

Find Joe on LinkedIn: https://www.linkedin.com/in/morrisseyjoe/

Find Mark on LinkedIn: https://www.linkedin.com/in/mregan178/

Find Michael on LinkedIn: https://www.linkedin.com/in/michael-king-62258/

Find Emma on LinkedIn: https://www.linkedin.com/in/emmajanaskie/

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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

Avsnitt(902)

Geo-engineering and the Power of Narrative

Geo-engineering and the Power of Narrative

original episode notes and transcript here: https://future.a16z.com/podcasts/pleistocenepark-geoengineering-iceagebiome/Longtime podcast showrunner (2014-2022), primary host, and editor Sonal Chokshi shares three best-of episodes as she shifts gears and the show goes on hiatus until relaunched with a new host. The first of these three special rerun episodes is a conversation that originally took place in summer 2017, but both the work discussed in here – on making a really wild (quite literally wild;) geo-engineering idea at massive scale real – is still actively, relevant, and frequently discussed today (it’s on bringing back lab-grown woolly mammoths, which was also discussed in the 2020 documentary with Stewart Brand, We Are As Gods). But it's also all about how we humans can and do use the power of narrative to drive great feats of change, including engineering. This has been a signature theme in forming the identity of the a16z Podcast, and the conversation that follows is one that takes place among three tech & science editors, including one of our former colleagues (who also was a host on this podcast for 4 years).links: https://www.theatlantic.com/magazine/archive/2017/04/pleistocene-park/517779/https://www.weareasgods.film/

19 Feb 202231min

M&A, Before and After: What Founders Need to Know

M&A, Before and After: What Founders Need to Know

Welcome to the a16z podcast. Today we’re talking about the mindsets and frameworks founders should know about when navigating the mergers and acquisitions or M&A process, both before and after – including how to think about the pricing dynamics, factors that go into the decision-making process, and what to expect from the integration once the deal is done.A16z editorial partner Zoran Basich recently talked to two a16z experts here to give us their big-picture view of the most important things to know – for founders seeking to acquire companies and how they might think about it, or those considering selling a company, or just those deciding to merge with an acquirer.Blake Kim is a partner on our Enterprise Network team and a former investment banker who works with companies on strategic partnerships; he also recently co-wrote a post on Future outlining all the different exit options and considerations for companies. And general partner Martin Casado discusses common M&A issues and shares his experiences both as observer and participant – including the challenges of integration, which he saw from the inside with Nicira, which he cofounded and was acquired by VMware for $1.26 billion in 2012, and where he remained for years to lead its networking and security business unit.As a reminder, none of the following should be taken as investment advice. Please see a16z.com/disclosures for more important information.They start the discussion by outlining the frameworks for understanding M&A dynamics, including the “kingmaking dynamic” and the difference between “selling your company” and “getting acquired.”

26 Jan 202225min

How 'Hyperscalers' are Innovating — and Competing — in the Data Center

How 'Hyperscalers' are Innovating — and Competing — in the Data Center

Innovation in the data center has been constrained by the traditional model of suppliers providing fixed-function chips that limit how much the biggest data center operators can differentiate. But programmable chips have emerged that allow these companies to not only increase performance, but innovate throughout the pipeline, from operating system to networking interface to user application.This is a major trend among "hyperscalers," which are some of the world’s most well known companies running massive data centers with tens of thousands of servers. We’re talking about companies like Amazon, Facebook, Microsoft, Google, Apple, Alibaba, Tencent.To talk about the trends in data centers and how software may be “eating the world of the data center,” we talked this summer to two experts. Martin Casado is an a16z general partner focused on enterprise investing. Before that he was a pioneer in the software-defined networking movement and the cofounder of Nicira, which was acquired by VMWare. (Martin has written frequently on infrastructure and data-center issues and has appeared on many a16z podcasts on these topics.)He’s joined by Nick McKeown, a Stanford professor of computer science who has founded multiple companies (and was Martin’s cofounder at Nicira) and has worked with hyperscalers to innovate within their data centers. After this podcast was recorded, Nick was appointed Senior Vice President and General Manager of a new Intel organization, the Network and Edge Group. We begin with Nick, talking about the sheer scale of data-center traffic.

10 Dec 202124min

Kickstarting Network Effects

Kickstarting Network Effects

What are network effects? [1:32]How do you cold start and get your first users? [2:33]Atomic networks and why minimum viable community is more important than minimum viable product [6:36]How do you curate your network and set norms? [8:42]Faking users: good idea, bad idea? [13:13]What is flintstoning? [14:26]How does the relationship to creators change as you scale? [17:07]Building for the professional creator class [22:52]How is web3 changing incentives? [25:12]

6 Dec 202131min

NFTs, Explained

NFTs, Explained

Given all the activity and interest recently around crypto and web3, as well as in upcoming holidays and art events, we’re re-running our episode all about NFTs (from March 2021) -- where we covered everything you need or want to know about NFTs. You can also find a curated list of resources to learn all about NFTs at future.com/nftcanon. That list, and this episode, has something for everyone -- from artists and creators and other builders to big companies and institutions or just anyone seeking to understand or even explain to others NFTs.Here, we’ve cut through the noise around NFTs to share the signal, covering everything from: what NFTs are and the underlying crypto big picture, before we dig into specifically what forms they take;common myths and misconceptions -- from confusing overlaps with other concepts to addressing commentary like it’s “just a JPG” or that it’s just hypeto the question of energy use, also covering briefly how NFTs workproviding a quick overview of the players/ ecosystemand throughout, covering various applications too.Joining host Sonal Chokshi are Jesse Walden, now of Variant Fund, and formerly co-founder of Mediachain Labs, which was acquired by Spotify; and Linda Xie, now of Scalar Capital, and formerly an early product manager at Coinbase. As a reminder, NONE of the following should be taken as investment advice, for more important information please see a16z.com/disclosures.[If you’re also interested in DAOs (which we touch on briefly in this episode), we just recently published a list of readings -- in the vein of our famous crypto canon resource, then NFT canon, and now DAO canon -- all about DAOs. It’s for anyone seeking to understand, build, and otherwise get involved with these “decentralized autonomous organizations” -- which represent the future of community, coordination, work, and much more… so we’ve curated resources on this list for people at different levels of interest, from dipping one’s toes in to going deep. You can find that at future.com/daocanon.]This episode was originally released in March 2021: https://future.a16z.com/podcasts/nfts-explainer/

25 Nov 202156min

Play-to-Earn Gaming and How Work is Evolving in Web3

Play-to-Earn Gaming and How Work is Evolving in Web3

In today's episode we’re talking about an emerging model of gaming called play to earn, in which players can make actual money based on how much time and effort they put into a game. Play to earn is also part of broader trends — the changing relationship between players and platforms, new incentives for participants in blockchain-based networks, and the new internet era that is coming to be known as a web3. The top play-to-earn game is called Axie Infinity, operated by a Vietnam-based company called Sky Mavis. Players of the game acquire unique digital pets called Axies, and battle other teams of Axies. These NFT Axies can be created and sold using the game’s in-game currency, SLP, which can be traded for traditional currency. Think of it as Pokemon on the blockchain, with a social network built-in, and an actual economy, and even companies built around the game that help players onboard and loan them money to get started playing. The game has made more than $3 billion in total sales since launching in March 2018, with much of its early growth in the Philippines. (As a reminder, none of the following should be taken as investment advice, please see a16z.com/disclosures for more important information.) Our guests today are Jeff Zirlin, the cofounder of Sky Mavis; Gabby Dizon, the cofounder of Yield Guild Games, a play to earn gaming guild that gives players the resources to start playing; and a16z crypto general partner Arianna Simpson. They talk to a16z's Zoran Basich about the tech trends that enabled the emergence of play to earn, why and where it caught on first, and the role of community, as well as the challenges, which include onboarding and scalability, and the economic sustainability of this model. The panel also discusses what the play-to-earn movement say about the future of work.

11 Nov 202123min

On container ships, supply chains, and the physical world

On container ships, supply chains, and the physical world

"Beyond the Meme: Ever Given, Supply Chains, and the Physical World" -- by Ryan Petersen (June 2021). Bio + essay details/ originally appeared at: https://future.a16z.com/beyond-the-meme-ever-given-supply-chains-and-the-physical-world/More read-alouds at: https://a16z.com/tag/read-alouds/

2 Nov 202116min

Crypto Security and the New Web3 Mindsets for Users

Crypto Security and the New Web3 Mindsets for Users

Today’s episode is all about crypto security — that is, the new mindsets and the new strategies for storing crypto assets safely while also allowing holders control and access. As a reminder, none of the following should be taken as investment advice, please see a16z.com/disclosures for more important information. We’ve covered security trends more broadly a ton in our content, which you can find at a16z.com/security, as well as crypto-related trends including NFTs, and the creator and ownership economies; you can find all of that at a16z.com/nfts But as more people enter crypto lately — thanks to the boom in NFTs, decentralized finance, and much more — we share specific best practices and options for securing crypto as well as discussing how it all fits this next evolution of the internet: web3. Our expert today is a16z crypto data scientist Eddy Lazzarin, who joins host Zoran Basich to cover practical approaches ranging from passwords to crypto wallets and what users can do; the evolution of crypto briefly; and the big picture mindset shifts involved here as well. We quickly begin with the practical shift crypto security represents compared to how people interact with traditional financial institutions, and then we go into the big picture trends in security when it comes to abstraction and usability.

15 Okt 202131min

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