Why do ICPs and personas fail in AI outbound?

The traditional sequence is ICP, then personas, then a message. Jordan's argument is that everything breaks at the message, because it's about the seller, not the situation the customer is in.

AI makes this worse. Models are spectacular at persistence. Point that persistence at a first-line compliment and you get useless output at scale. Point it at understanding why your buyers chose you, and the same agents become the best research team you've had.

The old ICP assumes buyers fit in neat boxes. The new model assumes they live in messy, discoverable situations. Stop asking which row in your CRM to target. Start asking which situation in the real world to catch.