Chasing “False ICPs” with John Marcus of Fractional Ventures

On the HabitStack Podcast, host Scott Ward talks with John Marcus, a fractional VP and partner at Fractional Ventures. Drawing on his time at HubSpot, John explains how chasing a “False ICP”, a paying customer segment that looks healthy but isn't the right long-term fit, can quietly hurt a business. He shares the specific signals that reveal the problem, including odd churn patterns and support tickets that hint customers are misusing a product. John and Scott dig into why companies stall on ...