Understanding the ICP
User Insights:
For user research, I surveyed 5 LinkedIn users (2 Stanley + 3 non-Stanley) about how they use LinkedIn, how often they post, and what tools (if any) they use to write.
Insights related to Stanley:
- Both the users said ideas sent by Stanley aren’t relevant and it’s not worth the price.
Broadly, I segmented LinkedIn users into three types:
1. Not Addressable
Who: No interest in personal brand / can’t post due to company policy / occasionaly write with no AI
Current solution: None
2. DIY AI users
Who: Already uses generic AI to write posts; open to better workflow
Current solution: ChatGPT/Claude + LinkedIn tools
3. Outsourced
Who: Outsource their content to ghostwriter/agency
Current solution: Ghostwriters
Meet our ICPs:
After analyzing many possible ICPs, I finalized on creatorpreneurs and recruiters/career coaches because LinkedIn is a primary growth channel for them, they post frequently, they’re willing to pay for time-saving tools that improve output quality and their content formats are repeatable (making idea relevance solvable).
1. Creatorpreneurs🧠
2. Recruiters/Career Coaches👩💼
Basic Characteristics of ICPs:
| Role | creator + operator (coach, consultant, course/newsletter/community creator) | recruiter, career coach, resume/interview coach |
|---|---|---|
| Company size | solo / 1–5 | agency, staffing, independent coaching, boutique firm |
| Geography | US/Canada/UK/EU/AU | US/Canada/UK/EU/AU |
| Followers size | 10–50k followers | 10–50k followers |
| Frequency | 3-5 X /Week | 3-5 X /Week |
| Goal | build audience + trust | be trusted + top-of-mind to drive inbound |
| Values | authenticity + credibility (doesn’t want generic AI voice), wants to own distribution | credibility, clarity, practicality |
| Pain | idea fatigue + time + inconsistency | staying consistent, running out of fresh ideas |
| Main objections | “won’t sound like me,” “ideas won’t be relevant,” “price” | “content will feel generic,” price |
| Behavior | experiments, tracks what works, likes frameworks/templates | uses repeatable content formats (tips, myths, scripts, mistakes, checklists) |
“Know your users or no users.”