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Find your ideal client profile using our template for powerful messaging and positioning.

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• View our related series on Positioning and Messaging (Toggle For More)

Ideal Client: A Systematic Approach

Many mission-driven founders fall into the "throwing spaghetti at the wall" trap by being too broad or addressing diverse segments with varying needs. This often results in generic descriptions of their target audience (e.g., “all donors”), leading to positioning statements fail to connect with their audiences. Consequently, innovators fail to engage decision-makers, experience stalled growth, and risk financial instability.

I share a few key steps below to help you break out of this trap.

👉 Tip: After skimming this article, download the companion worksheet to get more step-by-step guidance to identify your ideal client.

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1) Brainstorm Segments to Find Ideal Clients

The key to this process is to find your current bright spots and what makes them different. I share three steps to get there.

A) Choose criteria defining what “ideal” means

There’s a challenge: how can you identify a bright spot?

To tackle this, define your "bright spot."

This task is more complex than it appears, as your definition will depend on whether you have market fit, which is marked by a repeatable and predictable stream of sales conversions, renewals, and referrals.

• Scenario 1: If you lack market fit, consider the following criteria (hit toggle). These factors are leading indicators of future market fit.
• Scenario 2: If you have market fit and are aiming for more efficiency, growth, or financial sustainability, consider the following criteria (hit toggle).

B) Ideal clients: What distinguishes them?

Now that you’ve defined what a bright spot means, let’s identify which of your leads and customers score well on that definition. This will illuminate your bright spots, from which you will generalize.