Understory's "Made For" section proves your ICP can always get more specific.
Understory is a clear example of niching down. In a crowded market like booking software, their focus is on experience businesses. But on their site, the segmentation continues. Food and drink classes, creative workshops, wine tastings, active experiences, boat tours. Each one gets its own messaging, tailored to how that specific business actually operates. Most companies feel pressure to go broad and capture every possible customer. Understory does the opposite. Pick a niche, then find the niche inside the niche.
