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How to get meetings with your ICP before you build anything related to your product.
”Master this box and strangers say yes to a conversation — enrolling gets a 70% response rate.
Work top to bottom:Start→Do the work→You’re ready
START HERE
The moment you start selling, they check out.
You get a stranger on a call — and as soon as you explain your product, you feel them tune out. Polite nods. “Send me some info.” Silence. That’s not a pitch problem, it’s an approach problem: the moment you start selling, you stop learning — and they stop listening.
→ Could you run the call asking for advice instead of selling?
THE THREE BIGGEST MISTAKES
SKIP
You assume you already know what the market wants and skip the discovery conversations.
SHORTCUT
You interview friends and family, whose “it’s great” gives false confidence instead of truth.
STUMBLE
You pitch instead of asking for advice — or stop after a handful of chats — so the real pattern never surfaces.
DO THE WORK
Ask for advice, not money.
Enrolling replaces cold pitching with a request for perspective — non-threatening, it makes them the expert, and it naturally turns into a sales conversation. How many do you need?
27 conversations = 90% confidence the pattern is real.
The 27-Stranger Rule: 27 stranger interviews = 90% confidence the pattern you’re hearing is real. Your gut alone is the most biased data point you have — it’s worth 8%. If you feel “allergic to sales,” this is the framework built for you.
“Ask for advice, not money. Learn before you earn.”
YOU’RE READY
You keep hearing the same pattern back — in their words.
When 27 conversations surface the same real pattern, you’ve mastered Enrolling. Move on to Trigger Events.