Notes from Crew

May 1, 2026·strategy

Qualify at the door: how Floor token-gated its way to a sharper ICP

The standard advice for finding your ICP is to ship something and watch who shows up. There's a faster move: engineer your distribution so that only your ICP can get in.

Patrick Lewis

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April 27, 2026·strategy

What an ICP actually is (and what it isn't)

Most founders give you a market, not an ICP. An ICP isn't a description of a person — it's a description of a person in a specific situation.

Patrick Lewis

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April 22, 2026·company

Why we went all in on Crew

We were days from launching a four-product bundle when our own evaluation tool told us the positioning was broken. We killed the launch and went all in on the tool that caught it.

Patrick Lewis

Joshua Grenon

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Notes from Crew

Qualify at the door: how Floor token-gated its way to a sharper ICP

What an ICP actually is (and what it isn't)

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Why we went all in on Crew

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