ICP HAS TO EVOLVE AND CHANGE 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. (27:01-27:18) In SaaS, the key to success and getting to product market fit is usually really identifying that ICP, the ideal customer profile. Often that ICP can evolve and change. Alex Theuma