Why it matters in B2B GTM
The wedge is the single most important strategic decision an early-stage company makes. A great wedge gives you a reason customers must pick you over the incumbent today, even though the incumbent has more features overall.
Geoffrey Moore's "Crossing the Chasm" framing still holds: a beachhead segment is small enough that you can dominate it within 12-18 months, specific enough that word-of-mouth travels inside it, and adjacent enough to the next segment that expansion is natural.
Founders consistently pick wedges that are too broad because narrowing feels like leaving money on the table. The opposite is true: a narrow wedge that wins compounds into a much bigger company than a broad wedge that draws.
How ICPGTM uses it
ICPGTM Playbooks generates three ranked ICPs precisely so you can pick a wedge with eyes open — the top-ranked segment becomes the beachhead, the others become the expansion roadmap.
Related terms
- Ideal Customer Profile(ICP)
An Ideal Customer Profile (ICP) is a written description of the type of company that gets the most value from your product and is easiest for you to sell to, broken down into firmographics, jobs-to-be-done, pains, and buying triggers.
- Positioning
Positioning is the deliberate choice of the market category you compete in, the customers you're best for, and the unique value you deliver — the answer to "who is this for, what is it, and why should they care?"
- Go-to-Market Plan(GTM Plan)
A go-to-market (GTM) plan is the playbook for how a company will reach, win, and retain customers — covering target segments, positioning, channels, pricing, messaging, sales motion, and the milestones for the first 30, 60, and 90 days.
- 30/60/90 Plan
A 30/60/90 plan is a phased GTM rollout broken into three 30-day windows — learn and ship the first wedge, expand channels and measure, then double down on what works and cut what doesn't.
- Product-Market Fit
Product-market fit is the state where a product satisfies a strong market demand — customers buy without heroic selling, retain without heroic support, and refer others unprompted.
Apply this to your own product
Generate three ranked ICPs, a buyer committee, outreach drafts, and a 30/60/90 GTM plan in about 90 seconds — your first playbook is free.