An Ideal Customer Profile chases the maximum addressable audience, which imports people who dilute you, misread you, and tug the work somewhere you didn’t choose. An Intentional Resonance Persona describes who’s most likely to be changed by what you’re saying, and calibrates the identity to attract them and repel everyone else. Repulsion is as strategic as attraction. An identity that has never specified who it’s willing to lose hasn’t specified anything.