Quick favor - Before you start reading, please fill out the audience survey so we can write better essays for you (and we’d like to know who you all are) - it takes 30 secs Illustrations by Alejandra Céspedes. We are prone to believe that the further along from conversion your ICP is, the less they need to know about the product (they are just discovering they have a problem). While that is partially true, some of the best products out there create different content because it has a precise product/brand angle, even before people know they are ready to buy.