ICP here means "ideal customer profile" not "Insane Clown Posse"

I was a contractor at a consulting company once who decided to follow this approach. They decided their ideal customers one who wanted a lot of butts in seats, so stopped doing training unless the client also agreed to contracting, and stopped taking small clients.

I had a training gig for reasons to complicated to explain. All they had to do was send out the class notes and bill the customer for three times what I got from teaching the course.

They refused to do it because it did not fit their ideal customer profile.

It took about a year for the company to go under.

This is the most under appreciated principle for building a business, the one that’s most easy to relax and the one that requires most amount of self discipline and self control for CEOs and founders.