Most founders aim at a crowd and hit no one. Pick a wedge so narrow the right buyer feels it was built for them, then expand on your terms.
You think you have a target customer. You have a crowd. And a crowd never feels spoken to.
Most positioning fails the same way: the niche is wide enough to feel safe, so the message lands on no one in particular. This course replaces the vague ICP with a wedge, the narrowest defensible slice of a market where you can win outright before anyone bigger notices you.
You work through the materiality trap that makes a narrow niche genuinely hard to attack, and the pressure to widen too early that quietly collapses momentum. Then you map the path from that first wedge to a larger position, so going narrow now reads as a starting move, not a ceiling.
Early founders: keep chasing a broad market and watch the pitch ring hollow with everyone.
Solo operators: need one buyer to commit fast and cannot afford to compete on breadth.
Marketers and product leads: want positioning that survives the internal push to serve everyone at once.
7 lessons to get you from zero to confident. Start at your own pace.
