Want an Effective Content Strategy? Try Creating Ideal Customer Profiles First

Patrick McFadden • June 11, 2017

Whether you are looking to create compelling content or convert more of your visitors into customers, ideal customer profiles can be the secret ingredient to your success. Just as you relate to a character in a movie, you can better relate to your customers by creating customer profiles.

As models of hypothetical individuals, profiles can help you connect to your target market on a personal level. Through profiles, you have the chance to root for your prospects and customers, assisting them in overcoming struggles and in reaching goals.

Discovering Your Ideal Customer

Successful Accounts

If you’re an existing business that has an established customer base you can identify your ideal customer by finding the common characteristics found in your most successful accounts. Your best customers or most successful accounts have the following two key characteristics: they are profitable and also talk about your business.  

Think about whom your 10 best customers are and what you need to do to attract 10 more just like them!

The key here is to understand if there is a certain product, service, program, package, offer or even a problem that is the most profitable.

Demographics

Demographics explain “who” your buyer is. Demographic information includes gender, age, income, marital status – the dry facts.

  • Business2Business (B2B)  demographics could be the type of industry, the job title of that individual, the years that a company has been in business, and/or revenue levels.
  • Business2Consumer (B2C)  the demographics could be age, sex, illness, income, and a particular area of town.

Psychographics

Psychographics explain “why” they buy. Psychographic information might be their habits, hobbies, spending habits and values.

Understand where do they hang out, what do they read, what do they listen to, what do they search online, what makes them tick, what triggers them to go looking for a solution? It’s also useful to identify any triggers caused by some type of life cycle change, calendar event, budget refresh, office relocation, etc. (Hint: focusing on identifying what these triggers are with your current customers is the best way to immediately grow brand awareness.)

Dive Deeper for Timing or Buying Triggers

The secret to attracting customers, as opposed to hunting customers, is to get a better understanding of what triggers them to go looking for a service or product like yours?

In every business something happens that makes buying your product or service a priority on a clients to-do list. Here are some great examples of buying/timing triggers:

Business2Consumer (B2C) Timing Triggers

  • car breaks down,
  • going on a date
  • graduation
  • marriage
  • birth of a child,
  • illness
  • divorce
  • purchase of new house
  • moving to another state
  • the doctor says to lose weight,
  • attending a big event that requires a new outfit,
  • someone or something interrupted you and made this product or service a necessity right now (e.g. impulse buy at the cash register or price sensitive deadline).

Business2Business (B2B) Timing Triggers

  • hiring first employee
  • moving to new office space
  • expansion or acquisition
  • open new business
  • funding (loan, grant, investor, etc.)
  • product or service launch
  • fire and loss of files
  • updated website
  • revenue goal
  • damaged or malfunctioning equipment/technology
  • buying advertising services

I believe any business that seeks real growth will devote time or resources to developing a list of buying/timing triggers that, if heard by employees, vendors, suppliers, referral sources or strategic partners, signal it’s time to talk.

Create Content for Each Stage of The Customer Lifecycle

Besides catering for profiles, your content strategy should try to address each stage of the customer’s journey.

At some point, you must accept that they’ll need to view its production from a strategic point of view. See, the secret t o getting more leads and sales with content isn’t quantity but intention. If you create content with the intention of it to address business objectives— create awareness, build trust, educate and convert —you’ll likely create an asset that provides a return.

In other words, you need content for each stage of the customer life-cycle and the best way to employ this is to match different kinds of content with the customer life cycle.

So, your content-customer-life-cycle might look something like this:

Suspect Content – Generates awareness with everyone in your target market

When your target market is not aware or have top-of-mind awareness of your company, product, service or the benefit it offers, then the first two objectives of content is to create awareness and build trust. Awareness and trust can be built through:

  • Blogs
  • Testimonials
  • Customer Reviews
  • Articles

At the heart of every transaction is TRUST and in general, trust is what’s in short supply. If more people trust you, everything else will fall into place.

There’s a really big gap between someone being aware of you (which is really hard) and someone trusting you, enough to invest in you or buy from you.

Prospect Content – Anyone who has taken action to solve a problem that you can assist them with

There’s an huge difference between awareness and action. Putting something in the world for awareness is useless if it doesn’t lead to taking action.

As the market begins to trust you and competition increasing in that market. Prospects will take action to compare you on price unless you give them a differentiation….your unique process, your solution, your message and/or your approach. At this stage you need to you need to educate those prospects that want to learn more about your differentiation:

  • Special Reports
  • Information Packed Guide
  • Marketing Kit
  • Seminar/Webinar

People want to be educated not sold. They will sell themselves if you just commit to educating.

Customer Content – A person or organization that has bought products or services from you

You’ve done all this work attracting and educating now show your customers how to get the most out of what they just bought. This builds loyalty and community.

  • How-to Information
  • New Customer Guide
  • Workshops
  • Q&A Sessions

This is were most organizations stop their content marketing but you should continue it if you want keep customers and create repeat sales.

Advocate Content – A person or organization that tells others and basically sells for you

The last stage of content that creates and keeps a customer is one that’s often overlooked. Ultimately, great content has the ability to help your raving fans spread the word, increase awareness, generate leads and convert prospects .

  • Referral certificate or coupon
  • Access to “behind the scenes” content
  • Customer appreciation events
  • Referable emails

Content creation is the hardest job these days, but when you plan your content with your customer life cycle in mind it pays off more often than not.

The Missing Layer in AI: Why Judgment, Not Just Data, Will Define the Next Era of Intelligence

By Patrick McFadden • May 2, 2025
Everyone is scaling outputs. Almost no one is scaling judgment.

Everyone Talks About AI Judgment. We Built It.

By Patrick McFadden • May 2, 2025
Ask anyone in tech where AI is headed, and they’ll tell you: “The next leap is reasoning.” “AI needs judgment.” “We need assistants that think, not just answer.” They’re right. But while everyone’s talking about it, almost no one is actually shipping it. So we did. We built Thinking OS™ —a system that doesn’t just help AI answer questions… It helps AI think like a strategist. It helps AI decide like an operator. It helps teams and platforms scale judgment, n ot just generate output. The Theory Isn’t New. The Implementation Is. The idea of layering strategic thinking and judgment into AI isn’t new in theory. The problem is, no one’s been able to implement it effectively at scale. Let’s look at the current landscape. 1. Big Tech Has the Muscle—But Not the Mind OpenAI / ChatGPT ✅ Strength: Best-in-class language generation ❌ Limitation: No built-in judgment or reasoning. You must provide the structure. Otherwise, it follows instructions, not strategy. Google DeepMind / Gemini ✅ Known for advanced decision-making (e.g., AlphaGo) ❌ But only in structured environments like games—not messy, real-world business scenarios. Anthropic (Claude), Meta (LLaMA), Microsoft Copilot ✅ Great at answering questions and following commands ❌ But they’re assistants, not advisors. They won’t reprioritize. They won’t challenge your assumptions. They don’t ask: “Is this the right move?” These tools are powerful—but they don’t think for outcomes the way a strategist or operator would. 2. Who’s Actually Building the Thinking Layer™? This is where it gets interesting—and thin. Startups and Indie Builders Some small teams are quietly: Creating custom GPTs that mimic how experts reason Layering in business context, priorities, and tradeoffs Embedding decision logic so AI can guide, not just execute But these efforts are: Highly manual Difficult to scale Fragmented and experimental Enterprise Experiments A few companies (Salesforce, HubSpot, and others) are exploring more “judgment-aware” AI copilots. These systems can: Flag inconsistencies Recommend next actions Occasionally surface priorities based on internal logic But most of it is still: In early R&D Custom-coded Unproven beyond narrow use cases That’s Why Thinking OS™ Is Different Instead of waiting for a lab to crack it, we built a modular thinking system that installs like infrastructure. Thinking OS™: Captures how real experts reason Embeds judgment into layers AI can use Deploys into tools like ChatGPT or enterprise systems Helps teams think together, consistently, at scale It’s not another assistant. It’s the missing layer that turns outputs into outcomes. So… Is This a New Innovation? Yes—in practice. Everyone says AI needs judgment. But judgment isn’t an idea. It’s a system. It requires: Persistent memory Contextual awareness Tradeoff evaluation Value-based decisions Strategy that evolves with goals Thinking OS™ delivers that. And unlike the R&D experiments in Big Tech, it’s built for: Operators Consultants Platform founders Growth-stage teams that need to scale decision quality, not just content creation If Someone Told You They’ve Built a Thinking + Judgment Layer™… They’ve built something only a handful of people in the world are even attempting. Because this isn’t just AI that speaks fluently. It’s AI that reasons, reflects , and chooses. And in a world that’s drowning in tools, judgment becomes the differentiator. That’s the OS We Built Thinking OS™ is not a prompt pack. It’s not a dashboard. It’s not a glorified chatbot. It’s a decision architecture you can license, embed, or deploy— To help your team, your platform, or your clients think better at scale. We’ve moved past content. We’re building cognition. Let’s talk.

We Found the Missing Layer AI Has Been Waiting For

By Patrick McFadden • May 2, 2025
In every era of innovation, there’s a silent bottleneck—something obvious in hindsight, but elusive until the moment it clicks. In today’s AI-driven world, that bottleneck is clear: AI has speed. It has scale. But it doesn’t have judgment . It doesn’t really think . What’s Actually Missing From AI? When experts talk about the “thinking and judgment layer” as the next leap for AI, they’re calling out a hard truth: Modern AI systems are powerful pattern machines. But they’re missing the human layer—the one that reasons, weighs tradeoffs, and makes strategic decisions in context. Let’s break that down: 1. The Thinking Layer = Reasoning with Purpose This layer doesn’t just process inputs— it structures logic. It’s the ability to: Ask the right questions before acting Break down complexity into solvable parts Adjust direction mid-course when reality changes Think beyond “what was asked” to uncover “what really matters” Today’s AI responds. But it rarely reflects. Unless told exactly what to do, it won’t work through problems the way a strategist or operator would. 2. The Judgment Layer = Decision-Making in the Gray Judgment is the ability to: Prioritize what matters most Choose between imperfect options Make decisions when there’s no clear answer Apply values, experience, and vision—not just data It’s why a founder might not pursue a lucrative deal. Why a marketer might ignore the click-through rate. Why a strategist knows when the timing isn’t right. AI doesn’t do this well. Not yet. Because judgment requires more than data—it requires discernment . Why This Is the Bottleneck Holding Back AI AI can write. It can summarize. It can automate. But it still can’t: Diagnose the real problem behind the question Evaluate tradeoffs like a founder or operator would Recommend a path based on context, constraints, and conviction AI today is still reactive. It follows instructions. But it doesn’t lead. It doesn’t guide. It doesn’t own the outcome. And for those building serious systems—whether you’re running a company, launching a platform, or leading a team—this is the wall you eventually hit. That’s Why We Built Thinking OS™ We stopped waiting for AI to learn judgment on its own. Instead, we created a system that embeds it—by design. Thinking OS™ is an installable decision layer that captures how top founders, strategists, and operators think… …and makes that thinking repeatable , scalable , and usable inside teams, tools, and platforms. It’s not a framework. It’s not a chatbot. It’s not another playbook. It’s the layer that knows how to: Think through complex decisions Apply judgment when rules don’t help Guide others —human or AI—toward strategic outcomes This Is the Missing Infrastructure Thinking OS™ isn’t just about better answers. It’s about better thinking—made operational. And that’s what’s been missing in AI, consulting, leadership development, and platform design. If you’re trying to scale expertise, install judgment, or move from tactical to strategic… You don’t need a faster AI. You need a thinking layer that knows what to do—and why. We built it. Let’s talk.
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