"Targeting developers" is as vague as "targeting humans."
A specialized React Frontend Developer has zero overlap with a Java Backend Architect. Speaking to both means speaking to neither.
The 3-Layer Framework
1. The Stack (Hard Constraints)
The binary filter.
- Languages: Python vs Go.
- Environment: Cloud-native vs On-prem.
- Role: DevOps vs Frontend.
Example: Python Data Engineer.
2. The Organization (Context)
Company size dictates the problem.
- Hacker: Solopreneur. Values free tiers and speed.
- Scale-Up: Series B. Values permissions and CI/CD.
- Enterprise: Fortune 500. Values SSO and compliance.
Example: ...at a Series B Fintech.
3. The Psychographic (Emotion)
- Not Invented Here: Wants to build it themselves.
- Time-Poor: Pays to remove headaches.
- Resume Builder: Adopts "cool" tech for career growth.
Example: ...who fears breaking production on Fridays.
The ICP Card
| Dimension | Example |
|---|---|
| Title | Senior Backend Engineer |
| Stack | Node.js / TypeScript / PostgreSQL |
| Problem | E2E tests take 40 minutes. |
| Hangout | r/experienceddevs |
| Influencers | Theo, Primeagen |
| Trigger | Failed deployment. |
| Value | "Cut CI time by 50%." |
Validation
Search the persona's subreddit for their problem. If they aren't complaining about it, the persona is fiction. Start narrow ("Typescript Backend at Seed") and expand later.
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