ORIGIN Onboarding Tests
Act 04, Who we serve Section 06 of 07

Not every good lead comes from our primary sectors. These are the five others we recognise, so you can judge whether a lead from one is right for ORIGIN.

5Secondary sectors
3Signals, the same for every lead
2Primary ICPs, held to the same signals
See the five
Part 1

Five sectors we recognise

A secondary ICP is a sector where real opportunity exists but ORIGIN does not focus its effort. We do not hunt in these sectors. When a lead arrives from one, tell the Growth Team the same day. They judge it by the same three signals as any other.

The five secondary sectors

SectorWhoWhat they usually need
Financial institutionsBanks, investment firms, insurersTrust, a clear way to explain complex value, a brand that investors respect
Oil and gasNational companies, energy servicesA modern image, a sustainability story, a way to attract talent
EducationUniversities, academies, learning platformsStudents signing up, a brand that stands out, a better digital experience for students
RecyclingWaste and circular economy companies, which reuse and recycleA story that makes a new industry understood
Consumer goodsManufacturers, distributors, retail brandsA brand that customers choose in the shop and online

A friend at a bank tells you the bank wants to rebuild its brand. Banking is not one of our primary sectors. What do you do?

We do not hunt in a secondary sector. A lead that arrives from one is judged like any other.

Remember

Not every good lead comes from our primary sectors.

Part 2

The same three signals

Use the three signals from the first section of this act.

Transforming, not maintainingBudget committed, not exploratoryExecution gap visible

What the signals decide

If all three are present, the lead is worth a conversation, whatever the sector.
If they are not, it is not an ORIGIN deal, even inside real estate or ICT.
The sector tells you where to look. The signals tell you whether to stay.
In practice

A university asks for "a rebrand before the new academic year". Ask what is changing: new leaders, new competition, a new campus? The answer tells you whether this is a transformation or a coat of paint, a change on the surface only.

A real estate developer wants a new logo. Nothing is changing in the company, and no budget is committed. Is it an ORIGIN deal?

If the signals are not there, it is not an ORIGIN deal, even inside real estate or ICT.

Remember

Sector opens the door. The three signals decide whether we walk through it.

Your part

Before you move on

Three questions before you move on. Type your answer, send it, then check it.

Your answers stay on this device.

1What is a secondary ICP?

The answerA sector where real opportunity exists but ORIGIN does not focus its effort.

2A lead from a secondary sector reaches you. What do you do, and how is it judged?

The answerTell the Growth Team the same day. They judge it by the same three signals as any other.

3A lead sits inside real estate, and the three signals are missing. Is it an ORIGIN deal?

The answerNo. It is not an ORIGIN deal, even inside real estate or ICT.

Answer all three and this section is yours.
ORIGIN

Any sector. The same three signals.

Next: matching what we do to what they need.

📖Finished reading this section?Marking it puts it on your progress page, so you know what is left before the quiz.