Four to eight marketers.
Six months.
Two hours.
Terry wasn’t describing a shortcut. He was describing the part of the job most people rush or skip, the part where you figure out who you’re actually selling to and why they’d care.
And the tool he was using started with a question so simple most business owners get it wrong.
The question nobody can answer
Over hundreds of calls with founders, Andrew kept running into the same problem.
"...the number one mistake I also learned... is nobody has any idea what they actually sell. I ask them what they sell, and they tell me how they deliver it. I sell a course. No, your course is how you deliver your product. What you sell is the transformation, right?"
Agencies made it worse. Their intake forms asked about ICPs and customer avatars, and clients answered in one word. Entrepreneurs. Which tells you nothing.
So Andrew changed the questions.
Not What’s your target market?
Just this:
"...what do you sell and who do you sell it to? And then I follow that up with how is it delivered?"
And instead of having people type their answers, he had them talk. Tell me about your best customer. What did they buy from you, and why?
The answers got dramatically better.
It took Andrew about a year to turn that into a full process for building what he calls an offer doc: a complete picture of the buyer, the pain, the outcome they want and what makes the offer different.
Then he turned it into a tool other people could use: Product | Target Market, BuildABuyer, a custom GPT.
What Terry built with it
Terry posted about it, addressed to Jay Feldman and everyone else.
Look at the list of what he used it for:
"...customer ICPs, customer GHL builds, emails, sms, social media posts, websites, funnels, competitive edges, buyer personas, pain points, desired outcomes, VLSs, unique mechanisms, differential mechanisms, power market statements, and more."
That’s not one deliverable.
That’s nearly everything a marketer makes for a client.
And it all came from the same foundation. Get the buyer right once, and every email, page and post afterward starts in the right place.
Which is why the rest of Terry’s post reads the way it does.
"It’s been a game-changer—cutting my website building time in half, and the number of revisions needed is almost zero."
Half the build time.
Almost no revisions.
If you’ve ever built anything for a client, you know which of those two matters more. Revisions are where projects go to die. They usually happen because the work was aimed at the wrong person, or said the wrong thing to the right one.
Get the foundation right and there’s much less to fix.
Already thinking bigger
Terry wasn’t done.
He was building an intake form to collect everything up front, so his customers barely had to be involved.
"This system, built by Andrew, has easily 10x’d my quality, effort, and delivery speed. After the intake form, I expect to be able to produce these outputs in less than an hour."
And then the line that turned out to be a prediction:
"This tool should be a High Ticket offer we sell, and it should be mandatory for anyone who needs customer insights."
What it became
Andrew had the same thought.
He’d spent a year dreaming about it, then months trying to build it.
"I spent the last year, honestly, dreaming about this. And then the last six months trying to code it, the last four months coming up with partners that can actually make this dream come true."
With his help, the offer doc system became full software.
The thing Terry said should be a product became one.
It started with a question that sounds almost too basic to ask.
What do you sell, and who do you sell it to?
Most people can’t answer it.
With Andrew’s tool, Terry’s customers could. In about two hours.