I’ve been working with a B2B startup lately that launched with beautifully crafted Ideal Buyer Profiles. They had the works: detailed personas with photos, fictional names, job titles, goals, pain points, buying triggers. Six months later, these profiles still make sense, but NEW target buyers have show up. They’ve seen the product, and seen how it can apply to different use cases. This happens often, because we can’t know what what we don’t know yet. We create beautifully detailed buyer...