Core concepts
Doers Movement uses a small set of words again and again. Learn these once and the whole product clicks into place.
| Term | What it means in plain English |
|---|---|
| ICP | The kind of company you want to sell to: its industry, size, location, and so on. An ICP can't go live until it has at least one active Persona. |
| Persona | A buying role inside that kind of company, for example the CEO or the Head of Sales. Each Persona is tagged by how they affect a deal: the decision-maker, a champion, an influencer, or a gatekeeper. |
| Contact | A single, real person you can reach out to. |
| Company | A single, real business, qualified against your ICP to see if it's worth pursuing. |
| Problem | A customer pain that you solve. A Problem matures over time, from "we think this is a pain" all the way to "a customer bought to fix it." |
| Solution | What you offer to fix a Problem. |
| Attribute | A fact the AI gathers about a company or person, and reasons about, always with the source it came from. See Attributes. |
| Qualification rule | A check you choose, for example "has 2+ locations." It's a question the AI answers using the facts (Attributes). Your rules decide what counts as Qualified. |
| Qualification | The verdict on a company or person: Qualified, Disqualified, or Insufficient data (not enough info yet), always with the reasoning behind it. See How Qualification Works. |
| Task | Where you review and approve anything the AI proposes before it takes effect. |
| Pipeline | The board where people move from new to won, so you can see every deal at a glance. |
Two things are easy to mix up but worth keeping separate:
- Your status is where you've put a deal (which stage of your pipeline it's in). You control this.
- The AI's progress is what the AI has finished for a record, like research or qualification. The AI controls this.
They move independently. See Statuses & the AI lifecycle.
How they fit together
ICP ──has──▶ Personas
│
▼
A Company is qualified against the ICP
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A Contact at a fitting company is matched to a Persona
In short: your ICP describes the company shape and holds the Personas. Companies get measured against the ICP, and the people at promising companies get matched to the Persona they fit.
You're always in control
The AI never quietly changes your strategy. Big changes, like adjusting who counts as qualified, come to you as Tasks to approve. Your own edits apply right away, no waiting.
Think of Tasks as your inbox for "the AI suggests this, yes or no?" Nothing strategic happens behind your back.
See Tasks and approvals for how reviewing proposals works.
Next
- Your first 20 minutes: put these concepts to work.
- AI Agents overview: meet the helpers doing the heavy lifting.