While I’m currently concentrating on HUMAN identities (book on the way), the world is moving in a different direction.
“Everyone (I think?) agrees that defining your ICP (Ideal Customer Profile) is important….
“But there’s an assumption baked into all of this: Your user is human. I think that assumption is breaking.
“As agents begin to interact with products on our behalf – often via protocols like Model Context Protocol (MCP) – your ‘user’ may never actually touch your product.
“Which changes pretty much everything.”
Verna highlights how to market when your ideal “customer” is a bot, and what the bots look for.
“[Other products] will become almost entirely invisible. They exist as infrastructure. As a codified set of rules that is hard to reproduce. They are never opened directly, never explored, never ‘used’ in the traditional sense. They are just… there, powering outcomes. And you know what, I think most of the B2B will fall here.”
So I’m definitely concentrating on people for the next few days, but I haven’t forgotten my bot buddies.
Bredemarket 