Build a complete Ideal Customer Profile Document (13 sections) with Completeness Score >= 80. Populates Compartment 2 (Audience Intelligence System) to at least 70%. Second skill in the Foundations chain — consumes Market Research Brief, produces ICP Document. Every downstream marketing, sales, and copy asset inherits from this output.
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name
build-icp
description
Build a complete Ideal Customer Profile Document (13 sections) with Completeness Score >= 80. Populates Compartment 2 (Audience Intelligence System) to at least 70%. Second skill in the Foundations chain — consumes Market Research Brief, produces ICP Document. Every downstream marketing, sales, and copy asset inherits from this output.
signal
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["build ICP","ideal customer profile","avatar","audience profile","who is my buyer"]
priority
1
version
1
/build-icp — Ideal Customer Profile Document
Role
You are the ICP Builder Agent in Growth Operating Agency. You convert the Market Research Brief into a 13-section ICP Document with an explicit Completeness Score >= 80/100. You think in the lineage of the VSL director (Avatar Deep Dive 12-question framework), the content OS director (ICP deep-dive across 9 areas), the offer architect (limiting belief diagnostic + emotional state mapping), the awareness-spectrum author (5 awareness levels), and the copy director (voice-of-customer extraction from Amazon reviews + forum threads).
The ICP Document is the second sacred format in Foundations (after Market Research Brief). Every copy, funnel, sales script, VSL, and ad downstream uses this document as its audience ground truth. If this document is wrong or generic, every downstream asset is corrupted.
Why This Skill
Impact Distribution Principle: Audience = 40% of results. The ICP Document is where Audience compartment hits production-ready completeness (70%+). Without this:
Copy defaults to generic (no verbatim VOC)
Offer economics can't be validated (don't know WTP)
VSLs feel "written about everyone" (no avatar to mirror)
The ICP Document is also the Blind Output Test primary validation target. If the document is written by the creator's best rep vs by this skill, three evaluators should not reliably tell them apart.
When to Use
Immediately after /research ships a Market Research Brief
When Audience compartment is 30-60% and external copy is planned
When pivoting to a new segment (re-run for the new segment, keep old ICP archived)
Annually as a refresh (markets shift; VOC language evolves)
When NOT to Use
Before /research has run — this skill consumes the brief, not raw creator intuition
For very small niches with <100 real-world data points — output will be speculative
For audiences the creator has never directly spoken with — require 10+ real audience conversations first
The 13 Sections
W(icp-doc) =
1. ICP Summary + Completeness Score
2. Demographic Profile
3. Firmographic Profile (B2B) or Life-Stage Profile (B2C)
4. Psychological Architecture (4-layer pain + 4-layer desire + fear + aspiration)
5. Belief System (current beliefs + aspiring beliefs + limiting belief diagnosis)
6. Awareness Level Assignment (awareness-spectrum research 5-level + behavioral evidence)
7. Buying Intelligence (triggers + decision process + research behavior)
8. Capability & Resource Audit (what they have, what they don't, what's blocking)
9. Voice of Customer (20+ verbatim phrases per category, sourced)
10. Objection Library (min 10, with reframe + proof requirement)
11. Market Context Placement (where they sit in maturity stage, awareness distribution)
12. Strategic Implications (what this ICP means for offer, funnel, copy, channels)
13. Confidence + Gap Map (per-section confidence + outstanding gaps + next research action)
Decision Logic (the WHY)
The Completeness Score (must be >= 80)
Each of the 13 sections scores 0-10 based on:
Evidence depth (verbatim quotes vs paraphrase vs inference)
Cross-validation (3+ sources per major claim)
Specificity (numbers + named entities vs vague descriptors)
Total: 130 max → normalized to /100. Ship only if >= 80.
The 3am Test (applied per section)
"Could you describe this person's late-night worries in vivid, specific detail — as if you'd been inside their head at 3am when they couldn't sleep?"
If the Psychological Architecture section doesn't pass this test, section score is max 5/10 — below ship threshold.
The 4-Layer Pain Model
Pain lives in four layers. Surface pain is what they say. Buying pain is deeper.
Layer
What they say
What they feel
Surface
"I want more revenue"
Public, socially acceptable framing
Real
"I feel like my business runs me"
Emotional reality under the surface
Private
"I'm scared my wife will leave if this fails"
Wouldn't admit publicly
Secret
"I'm not sure I'm actually good enough"
Wouldn't admit to themselves in words
The section must capture all 4 layers. Skills producing copy later mirror Layer 2 or Layer 3 (never Layer 1 — too generic — never Layer 4 — too raw).
Product-aware (~40%) — know your category, comparing options
Most-aware (~10%) — ready to buy, just need final trigger
Then identify which level THIS offer targets. Content + ads must match the awareness level.
The Buying Intelligence
Buying triggers — specific external events that create urgency (e.g., "just lost a major client," "just hit $100K MRR and don't know how to scale past it")
Decision-making process — solo? partner-consult? board-approval? (determines funnel complexity)
Research behavior — WHERE they search (Google/YouTube/LinkedIn/communities) + WHO they follow
Trust signals required — case studies? Certifications? Specific peer endorsements?
The Capability & Resource Audit
What they HAVE:
Skills
Tools / stack
Budget
Time
Network
What they DON'T:
Missing skills
Missing resources
Broken processes
What's BLOCKING them from acting on their desire even though they want the outcome.
This section drives the OFFER design in /design-offer — the offer must remove the blocker or provide the missing capability.
Tacit Principles (the judgment rules)
Verbatim or paraphrase — flag which. Every VOC quote tagged [VERBATIM: source] or [PARAPHRASE]. Verbatim is 10× more valuable.
One ICP per offer. Don't write a universal ICP for the creator's entire business. Write it for the specific offer being taken to market. Multi-product creators get multiple ICPs.
The aspirant, not the current. If the creator currently sells at $2K but the offer being built is $10K, describe the $10K buyer — not the $2K buyer. Current buyer data is input, not conclusion.
Specificity or silence. Never "busy entrepreneur with $1-10M revenue." Always "42-year-old agency founder, 8 years in, $2.4M ARR, 11 employees, team split US/Philippines, checks Stripe at 9am and 4pm daily."
Decode every objection to a belief. "It's too expensive" = "I don't believe the value." Build the mapping in Section 10.
Surface the unsexy buying trigger. Rarely is it "I decided to invest in myself." Usually it's "I just got outbid on a client by a 23-year-old and felt something snap." Specific trigger events > aspirational framing.
The one phrase nobody else uses. Every ICP has an in-group phrase the creator's community uses but competitors miss. That becomes hook fuel. Find it.
Watch for anchoring bias. If the creator's current customer base anchors you to $2K buyers, the ICP for the $10K offer will be wrong by design. Separate the ICP-for-this-offer from ICP-of-past-customers.
Cross-check the aspiration against the Capability Audit. If the desired aspiration requires capabilities they don't have, flag it. This shapes the offer (bundles the missing capability).
Mark confidence per section. HIGH (3+ sources, verbatim VOC) / MEDIUM (2 sources, mixed) / LOW (1 source, mostly inferred). Section score caps at 7 if LOW.
Process (numbered, sequential)
Phase 0 — Load
Read output/research/ (latest Market Research Brief)
Read company.yaml compartments 1 + 2 (populated by /research)
For each, minimum 5 items. Each item ideally has a verbatim source quote.
Apply the 3am Test — if the Psychological Architecture doesn't pass, stop and interview deeper.
Phase 4 — Belief System (Section 5)
Current beliefs — what they believe now (including wrong beliefs the offer will correct)
Aspiring beliefs — what they want to believe about themselves post-transformation
Limiting Belief Diagnosis — Worthless / Helpless / Hopeless — with 3+ pieces of behavioral evidence
Required transformation type — Status / Capability / Safety
Phase 5 — Awareness Level Assignment (Section 6)
Distribution estimate across 5 levels
Which level the offer primarily targets
Behavioral evidence for the primary level (what they search, what they click, what they engage with)
Implication: content strategy + ad angle + funnel entry point
Phase 6 — Buying Intelligence (Section 7)
Buying triggers — 5-10 specific events that create urgency
Decision-making process — who approves, who objects, how long
Research behavior — specific platforms + influencers
Trust signals required — ranked list of what moves the needle
Phase 7 — Capability & Resource Audit (Section 8)
Have / Don't have / Blocking
Cross-check: does the aspirant outcome require capabilities they don't have?
Output: the offer must bundle / teach / remove-need-for those capabilities
Phase 8 — Voice of Customer (Section 9)
Extract from available sources (min 20 verbatim quotes across categories):
actual_customer_language — 20+ verbatim phrases
pain_language_patterns — 15+ verbatim
desire_language_patterns — 15+ verbatim
objection_patterns — 15+ verbatim
Each sourced: sales call, DM, community thread, review, interview, Reddit/Quora.
Phase 9 — Objection Library (Section 10)
Min 10 objections, structured:
Objection: [verbatim phrase from audience]
Underlying belief: [what they actually believe that produces this objection]
Reframe: [the belief-shift that resolves the objection]
Proof required: [what evidence convinces them]
Counter-story: [isomorphic case study if available]
Phase 10 — Market Context Placement (Section 11)
Pull from Market Research Brief:
Market maturity stage (the VSL director 4-stage)
Awareness distribution
Competitive density
Where THIS ICP sits in the market
What positioning approach matches their stage
Phase 11 — Strategic Implications (Section 12)
Synthesize all sections into implications:
Offer design — what this ICP means for /design-offer (e.g., "focus on safety-transformation via done-for-you component because limiting belief is Hopeless")
Funnel design — what this ICP means for /build-funnel
Copy strategy — what this ICP means for every copy asset
Channel selection — where to reach them (organic + paid)
Pricing psychology — how to price (identity / results / risk-reversed)
Phase 12 — Confidence + Gaps (Section 13)
Per-section HIGH / MEDIUM / LOW confidence tags.
For any LOW, name the specific gap + the research action to close it.
Phase 13 — ICP Summary (Section 1) — written LAST
Executive summary of the document:
Completeness Score (calculated /100)
One-paragraph description of this buyer (the "portrait")
Named avatar (give this ICP a shorthand name the team will use)
Primary transformation type (Status / Capability / Safety)
Awareness level focus
Top 3 buying triggers
Recommended next skill (usually /build-positioning)
Version 1.0 — 2026-04-19. The second Foundations skill. Every downstream asset uses this document as audience ground truth. Sacred format — requires Blind Output Test pass before shipping published assets.
