Stop building for "everyone" — define exactly who you're solving for.
You've confirmed the problem is real. Now comes the part most founders skip — or get wrong.
Most early-stage founders don't fail because their idea was bad. They fail because they spent months building for "everyone," "small businesses," or "people like me" — a customer so broadly defined that no message, feature, or pitch could ever land squarely with them. A clearly defined Ideal Customer Profile (ICP) isn't a nice-to-have marketing exercise; it's the thing that determines whether your product decisions, your outreach, and your messaging actually connect with someone real.
This 2-week program picks up exactly where Discover 101 leaves off. You've already done the work of confirming your problem is worth solving — now it's time to get precise about who has that problem most acutely, why they'd act on it, and how to tell them apart from everyone else who might casually nod along but never buy.
Discover 201 helps you turn a validated problem into a clear picture of who has it. You'll walk away with a defined Ideal Customer Profile. Grounded in real evidence, not assumptions — so your product, marketing, and sales all speak to the right person.
✔ A usable ICP hypothesis that defines who your customer is — and just as importantly, who they aren't
✔ A clear early adopter segment to focus your next round of outreach and conversations on
✔ A working ability to distinguish an Early Adopter, an ICP, and a User Persona — and when each one matters
✔ An executable next-step plan to validate your ICP hypothesis through real interviews, not assumptions
✔ At least one live connection made in the room — founders consistently walk away having met someone solving an adjacent problem
This workshop is led by experienced builders who have taken products from early prototypes to scalable systems — and know where founders get stuck along the way.
$25 +gst Single Workshop Seat.
Stop building for "everyone" — define exactly who you're solving for.
Ready to move beyond the basics and start building a repeatable, scalable sales motion?
You've validated the problem. Now learn how to turn that insight into your first real sales conversations.
Turn your proof of concept into a product that works — for real users, at scale.
Land Acknowledgement
We honour and acknowledge Moh’kinsstis and the traditional Treaty 7 territory and oral practices of the Blackfoot confederacy: Siksika, Kainai, Piikani, as well as the Îyâxe Nakoda and Tsuut’ina nations. We acknowledge that this territory is home to the Métis Nation of Alberta, Region 3 within the historical Northwest Métis homeland. We respect all Nations who live, work, play, innovate and build things on this land, and in so doing honour and celebrate the territory.
