{ "license": "CC BY 4.0", "attribution": "Tom Sharman, https://tomsharman.com", "generated": "2026-10-25", "name": "The Content Operators Playbook", "playbooks": [ { "n": 1, "title": "Positioning", "url": "https://tomsharman.com/playbooks/positioning/", "principles": [ { "n": 1, "title": "Builder or authority", "line": "Two places a personal brand works: in the trenches documenting it, or having done it and giving back.", "url": "https://tomsharman.com/playbooks/positioning/builder-or-authority/", "md": "https://tomsharman.com/playbooks/positioning/builder-or-authority/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/positioning/builder-or-authority.mp4", "png": "https://tomsharman.com/playbooks/positioning/builder-or-authority.png", "mp4_dark": "https://tomsharman.com/playbooks/positioning/builder-or-authority-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/positioning/builder-or-authority-dark.png" } }, { "n": 2, "title": "Avoid the messy middle", "line": "Half builder, half authority reads as neither. Sit one side or the other.", "url": "https://tomsharman.com/playbooks/positioning/avoid-the-messy-middle/", "md": "https://tomsharman.com/playbooks/positioning/avoid-the-messy-middle/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/positioning/avoid-the-messy-middle.mp4", "png": "https://tomsharman.com/playbooks/positioning/avoid-the-messy-middle.png", "mp4_dark": "https://tomsharman.com/playbooks/positioning/avoid-the-messy-middle-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/positioning/avoid-the-messy-middle-dark.png" } }, { "n": 3, "title": "A mission and an enemy", "line": "Name what you are against. The right people rally and the wrong ones bring them in.", "url": "https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy/", "md": "https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy.mp4", "png": "https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy.png", "mp4_dark": "https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/positioning/a-mission-and-an-enemy-dark.png" } } ] }, { "n": 2, "title": "Content", "url": "https://tomsharman.com/playbooks/content/", "principles": [ { "n": 1, "title": "Formats over ideas", "line": "A repeatable format beats a one-off story, because the audience can guess what comes next.", "url": "https://tomsharman.com/playbooks/content/formats-over-ideas/", "md": "https://tomsharman.com/playbooks/content/formats-over-ideas/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/content/formats-over-ideas.mp4", "png": "https://tomsharman.com/playbooks/content/formats-over-ideas.png", "mp4_dark": "https://tomsharman.com/playbooks/content/formats-over-ideas-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/content/formats-over-ideas-dark.png" } }, { "n": 2, "title": "The same eight things", "line": "Pick six to eight messages and say them over and over, a hundred different ways.", "url": "https://tomsharman.com/playbooks/content/the-same-eight-things/", "md": "https://tomsharman.com/playbooks/content/the-same-eight-things/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/content/the-same-eight-things.mp4", "png": "https://tomsharman.com/playbooks/content/the-same-eight-things.png", "mp4_dark": "https://tomsharman.com/playbooks/content/the-same-eight-things-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/content/the-same-eight-things-dark.png" } }, { "n": 3, "title": "The outlier is the brief", "line": "Find what broke out, often in a niche next door, and bring it back to your message.", "url": "https://tomsharman.com/playbooks/content/the-outlier-is-the-brief/", "md": "https://tomsharman.com/playbooks/content/the-outlier-is-the-brief/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/content/the-outlier-is-the-brief.mp4", "png": "https://tomsharman.com/playbooks/content/the-outlier-is-the-brief.png", "mp4_dark": "https://tomsharman.com/playbooks/content/the-outlier-is-the-brief-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/content/the-outlier-is-the-brief-dark.png" } } ] }, { "n": 3, "title": "Funnel", "url": "https://tomsharman.com/playbooks/funnel/", "principles": [ { "n": 1, "title": "Top, middle, bottom", "line": "The top brings people in, the middle keeps them, the bottom sells.", "url": "https://tomsharman.com/playbooks/funnel/top-middle-bottom/", "md": "https://tomsharman.com/playbooks/funnel/top-middle-bottom/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/funnel/top-middle-bottom.mp4", "png": "https://tomsharman.com/playbooks/funnel/top-middle-bottom.png", "mp4_dark": "https://tomsharman.com/playbooks/funnel/top-middle-bottom-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/funnel/top-middle-bottom-dark.png" } }, { "n": 2, "title": "One person, one problem", "line": "Top of funnel in five beats: one person, one problem, authority, one solution, follow.", "url": "https://tomsharman.com/playbooks/funnel/one-person-one-problem/", "md": "https://tomsharman.com/playbooks/funnel/one-person-one-problem/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/funnel/one-person-one-problem.mp4", "png": "https://tomsharman.com/playbooks/funnel/one-person-one-problem.png", "mp4_dark": "https://tomsharman.com/playbooks/funnel/one-person-one-problem-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/funnel/one-person-one-problem-dark.png" } }, { "n": 3, "title": "Fake pods and hotlines", "line": "Questions you wrote, answered on camera in bulk. The middle of the funnel, a clip a day.", "url": "https://tomsharman.com/playbooks/funnel/fake-pods-and-hotlines/", "md": "https://tomsharman.com/playbooks/funnel/fake-pods-and-hotlines/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/funnel/fake-pods-and-hotlines.mp4", "png": "https://tomsharman.com/playbooks/funnel/fake-pods-and-hotlines.png", "mp4_dark": "https://tomsharman.com/playbooks/funnel/fake-pods-and-hotlines-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/funnel/fake-pods-and-hotlines-dark.png" } } ] }, { "n": 4, "title": "Distribution", "url": "https://tomsharman.com/playbooks/distribution/", "principles": [ { "n": 1, "title": "Three a day", "line": "Three posts a day on the main feed, trial reels on top. Every post is a chance to learn.", "url": "https://tomsharman.com/playbooks/distribution/three-a-day/", "md": "https://tomsharman.com/playbooks/distribution/three-a-day/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/distribution/three-a-day.mp4", "png": "https://tomsharman.com/playbooks/distribution/three-a-day.png", "mp4_dark": "https://tomsharman.com/playbooks/distribution/three-a-day-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/distribution/three-a-day-dark.png" } }, { "n": 2, "title": "Overwhelm the algorithm", "line": "Volume first, refine second. 80% of the way five times a day over 100% three times a week.", "url": "https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm/", "md": "https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm.mp4", "png": "https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm.png", "mp4_dark": "https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm-dark.png" } }, { "n": 3, "title": "Signals before numbers", "line": "Watch views per follow and average views. The numbers come around month four.", "url": "https://tomsharman.com/playbooks/distribution/signals-before-numbers/", "md": "https://tomsharman.com/playbooks/distribution/signals-before-numbers/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/distribution/signals-before-numbers.mp4", "png": "https://tomsharman.com/playbooks/distribution/signals-before-numbers.png", "mp4_dark": "https://tomsharman.com/playbooks/distribution/signals-before-numbers-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/distribution/signals-before-numbers-dark.png" } }, { "n": 4, "title": "Instagram first", "line": "Instagram is the test bed. LinkedIn gets the proven winners. YouTube comes last.", "url": "https://tomsharman.com/playbooks/distribution/instagram-first/", "md": "https://tomsharman.com/playbooks/distribution/instagram-first/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/distribution/instagram-first.mp4", "png": "https://tomsharman.com/playbooks/distribution/instagram-first.png", "mp4_dark": "https://tomsharman.com/playbooks/distribution/instagram-first-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/distribution/instagram-first-dark.png" } } ] }, { "n": 5, "title": "How I work", "url": "https://tomsharman.com/playbooks/how-i-work/", "principles": [ { "n": 1, "title": "Retainer kickoff", "line": "The night a client signs, a dated 90-day plan with one goal, baselines, named owners and the first two weeks.", "url": "https://tomsharman.com/playbooks/how-i-work/retainer-kickoff/", "md": "https://tomsharman.com/playbooks/how-i-work/retainer-kickoff/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/retainer-kickoff.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/retainer-kickoff.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/retainer-kickoff-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/retainer-kickoff-dark.png" } }, { "n": 2, "title": "The creator audit", "line": "Scrape the last 30, find the median, the ratio and the outliers, bucket the formats, then say what to make next.", "url": "https://tomsharman.com/playbooks/how-i-work/the-creator-audit/", "md": "https://tomsharman.com/playbooks/how-i-work/the-creator-audit/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-creator-audit.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-creator-audit.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-creator-audit-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-creator-audit-dark.png" } }, { "n": 3, "title": "Recording day", "line": "Write the bank, set the room, record in one batch, then turn the tape into clips and tickets.", "url": "https://tomsharman.com/playbooks/how-i-work/recording-day/", "md": "https://tomsharman.com/playbooks/how-i-work/recording-day/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/recording-day.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/recording-day.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/recording-day-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/recording-day-dark.png" } }, { "n": 4, "title": "The clip bank", "line": "One long recording turned into a bank of short clips, each mapped beat by beat and handed to an editor as a ticket.", "url": "https://tomsharman.com/playbooks/how-i-work/the-clip-bank/", "md": "https://tomsharman.com/playbooks/how-i-work/the-clip-bank/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-clip-bank.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-clip-bank.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-clip-bank-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-clip-bank-dark.png" } }, { "n": 5, "title": "The consulting session", "line": "Research before the call, a clock during it, and a written breakdown with a proposal after it.", "url": "https://tomsharman.com/playbooks/how-i-work/the-consulting-session/", "md": "https://tomsharman.com/playbooks/how-i-work/the-consulting-session/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-consulting-session.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-consulting-session.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-consulting-session-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-consulting-session-dark.png" } }, { "n": 6, "title": "Soft DM outreach", "line": "How Tom opens a consulting conversation: who he is, one useful tip, and a friendly sign-off.", "url": "https://tomsharman.com/playbooks/how-i-work/soft-dm-outreach/", "md": "https://tomsharman.com/playbooks/how-i-work/soft-dm-outreach/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/soft-dm-outreach.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/soft-dm-outreach.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/soft-dm-outreach-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/soft-dm-outreach-dark.png" } }, { "n": 7, "title": "Pricing and the offer ladder", "line": "A paid hour, then a three month sprint, then a monthly retainer, each priced from what has already been sold.", "url": "https://tomsharman.com/playbooks/how-i-work/pricing-and-the-offer-ladder/", "md": "https://tomsharman.com/playbooks/how-i-work/pricing-and-the-offer-ladder/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/pricing-and-the-offer-ladder.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/pricing-and-the-offer-ladder.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/pricing-and-the-offer-ladder-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/pricing-and-the-offer-ladder-dark.png" } }, { "n": 8, "title": "Building a content team from zero", "line": "Audit the people you have, move them first, hire for both jobs, then install the pipeline and the gates.", "url": "https://tomsharman.com/playbooks/how-i-work/building-a-content-team-from-zero/", "md": "https://tomsharman.com/playbooks/how-i-work/building-a-content-team-from-zero/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/building-a-content-team-from-zero.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/building-a-content-team-from-zero.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/building-a-content-team-from-zero-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/building-a-content-team-from-zero-dark.png" } }, { "n": 9, "title": "Carousels and the middle of the funnel", "line": "Carousels are winning videos re-cut as slides, made to keep an audience and to reach the buyers on LinkedIn.", "url": "https://tomsharman.com/playbooks/how-i-work/carousels-and-the-middle-of-the-funnel/", "md": "https://tomsharman.com/playbooks/how-i-work/carousels-and-the-middle-of-the-funnel/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/carousels-and-the-middle-of-the-funnel.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/carousels-and-the-middle-of-the-funnel.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/carousels-and-the-middle-of-the-funnel-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/carousels-and-the-middle-of-the-funnel-dark.png" } }, { "n": 10, "title": "Monthly ideation", "line": "Scrape the creator, find the outliers, generate double what you need, then shortlist to 4 long-form titles and 30 short-form ideas.", "url": "https://tomsharman.com/playbooks/how-i-work/monthly-ideation/", "md": "https://tomsharman.com/playbooks/how-i-work/monthly-ideation/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/monthly-ideation.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/monthly-ideation.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/monthly-ideation-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/monthly-ideation-dark.png" } }, { "n": 11, "title": "Pitching a show format", "line": "A one-line promise, a mechanic in numbers, a signature device, a season of topics and a budget at three scales.", "url": "https://tomsharman.com/playbooks/how-i-work/pitching-a-show-format/", "md": "https://tomsharman.com/playbooks/how-i-work/pitching-a-show-format/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/pitching-a-show-format.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/pitching-a-show-format.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/pitching-a-show-format-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/pitching-a-show-format-dark.png" } }, { "n": 12, "title": "Brand partnerships and talent", "line": "Build something talent wants to turn up to, let them play first, then ask, and put the brand somewhere nobody has put it before.", "url": "https://tomsharman.com/playbooks/how-i-work/brand-partnerships-and-talent/", "md": "https://tomsharman.com/playbooks/how-i-work/brand-partnerships-and-talent/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/brand-partnerships-and-talent.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/brand-partnerships-and-talent.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/brand-partnerships-and-talent-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/brand-partnerships-and-talent-dark.png" } }, { "n": 13, "title": "Making a viral YouTube video", "line": "Idea to shoot to edit to publish, the way the biggest videos in the catalogue were made.", "url": "https://tomsharman.com/playbooks/how-i-work/making-a-viral-youtube-video/", "md": "https://tomsharman.com/playbooks/how-i-work/making-a-viral-youtube-video/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/making-a-viral-youtube-video.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/making-a-viral-youtube-video.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/making-a-viral-youtube-video-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/making-a-viral-youtube-video-dark.png" } }, { "n": 14, "title": "Packaging, titles and thumbnails", "line": "Write the title first, test titles and thumbnails one variable at a time, and never let packaging carry a weak story.", "url": "https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails/", "md": "https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/packaging-titles-and-thumbnails-dark.png" } }, { "n": 15, "title": "Long form to short form", "line": "One prepped hour in a studio, or one talk, turned into weeks of clips, carousels and posts.", "url": "https://tomsharman.com/playbooks/how-i-work/long-form-to-short-form/", "md": "https://tomsharman.com/playbooks/how-i-work/long-form-to-short-form/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/long-form-to-short-form.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/long-form-to-short-form.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/long-form-to-short-form-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/long-form-to-short-form-dark.png" } }, { "n": 16, "title": "Proposals that win", "line": "The shape Tom's proposals settled into: their numbers first, his proof second, the price last.", "url": "https://tomsharman.com/playbooks/how-i-work/proposals-that-win/", "md": "https://tomsharman.com/playbooks/how-i-work/proposals-that-win/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/proposals-that-win.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/proposals-that-win.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/proposals-that-win-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/proposals-that-win-dark.png" } }, { "n": 17, "title": "The founder's personal brand", "line": "Content for founders and CEOs: one position, a short list of messages, and formats the team can run without them.", "url": "https://tomsharman.com/playbooks/how-i-work/the-founders-personal-brand/", "md": "https://tomsharman.com/playbooks/how-i-work/the-founders-personal-brand/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-founders-personal-brand.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-founders-personal-brand.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-founders-personal-brand-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-founders-personal-brand-dark.png" } }, { "n": 18, "title": "The Venture Room Asana operating system", "line": "Seven Asana boards, named gates and a fixed handoff so a shoot becomes a film and a stack of cuts without the founders routing it.", "url": "https://tomsharman.com/playbooks/how-i-work/the-venture-room-asana-operating-system/", "md": "https://tomsharman.com/playbooks/how-i-work/the-venture-room-asana-operating-system/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-venture-room-asana-operating-system.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-venture-room-asana-operating-system.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-venture-room-asana-operating-system-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-venture-room-asana-operating-system-dark.png" } }, { "n": 19, "title": "AI in the content workflow", "line": "The tools Tom built sit on the team's own stack, Asana, Slack and Shade, and take the shortcuts out of the pipeline.", "url": "https://tomsharman.com/playbooks/how-i-work/ai-in-the-content-workflow/", "md": "https://tomsharman.com/playbooks/how-i-work/ai-in-the-content-workflow/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/ai-in-the-content-workflow.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/ai-in-the-content-workflow.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/ai-in-the-content-workflow-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/ai-in-the-content-workflow-dark.png" } }, { "n": 20, "title": "Owned audience", "line": "The newsletter and Creator Therapy are tier 0: free, weekly, and the list every paid tier launches to.", "url": "https://tomsharman.com/playbooks/how-i-work/owned-audience/", "md": "https://tomsharman.com/playbooks/how-i-work/owned-audience/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/owned-audience.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/owned-audience.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/owned-audience-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/owned-audience-dark.png" } }, { "n": 21, "title": "The paid community", "line": "What Tom has said and planned for a paid community: the course inside it, him in every thread, two live hours a week, and a door up to the retainer.", "url": "https://tomsharman.com/playbooks/how-i-work/the-paid-community/", "md": "https://tomsharman.com/playbooks/how-i-work/the-paid-community/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-paid-community.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-paid-community.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-paid-community-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-paid-community-dark.png" } }, { "n": 22, "title": "Outlier mining and the idea funnel", "line": "Farm outliers from the right channels, mine them four ways, cut a hundred ideas to a handful, and pitch each with a take and a prediction.", "url": "https://tomsharman.com/playbooks/how-i-work/outlier-mining-and-the-idea-funnel/", "md": "https://tomsharman.com/playbooks/how-i-work/outlier-mining-and-the-idea-funnel/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/outlier-mining-and-the-idea-funnel.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/outlier-mining-and-the-idea-funnel.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/outlier-mining-and-the-idea-funnel-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/outlier-mining-and-the-idea-funnel-dark.png" } }, { "n": 23, "title": "Packaging and the first ten seconds", "line": "Write the title and thumbnail before the video, open a gap only the click closes, test it, then make the first shot prove it.", "url": "https://tomsharman.com/playbooks/how-i-work/packaging-and-the-first-ten-seconds/", "md": "https://tomsharman.com/playbooks/how-i-work/packaging-and-the-first-ten-seconds/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/packaging-and-the-first-ten-seconds.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/packaging-and-the-first-ten-seconds.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/packaging-and-the-first-ten-seconds-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/packaging-and-the-first-ten-seconds-dark.png" } }, { "n": 24, "title": "The Shorts story formula", "line": "The hook is the idea, VIRAL is the story, the answer is the last word, and retention below 95% means it will probably not travel.", "url": "https://tomsharman.com/playbooks/how-i-work/the-shorts-story-formula/", "md": "https://tomsharman.com/playbooks/how-i-work/the-shorts-story-formula/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-shorts-story-formula.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-shorts-story-formula.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-shorts-story-formula-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-shorts-story-formula-dark.png" } }, { "n": 25, "title": "A podcast built to repeat", "line": "Three yeses for every guest, outlier guests booked from the package, sections with no gaps, and a panel before release.", "url": "https://tomsharman.com/playbooks/how-i-work/a-podcast-built-to-repeat/", "md": "https://tomsharman.com/playbooks/how-i-work/a-podcast-built-to-repeat/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/a-podcast-built-to-repeat.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/a-podcast-built-to-repeat.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/a-podcast-built-to-repeat-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/a-podcast-built-to-repeat-dark.png" } }, { "n": 26, "title": "A personal brand that converts", "line": "Start from the outcome, stand against something, narrow to the buyer, and measure what pays ahead of views.", "url": "https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts/", "md": "https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/a-personal-brand-that-converts-dark.png" } }, { "n": 27, "title": "The event as a studio content day", "line": "Treat every workshop, graduation and stage slot as a booked studio: plan the stations, follow the talent, film the room, then cut it into a month of posts and ads.", "url": "https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day/", "md": "https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day.mp4", "png": "https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day.png", "mp4_dark": "https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/how-i-work/the-event-as-a-studio-content-day-dark.png" } } ] }, { "n": 6, "title": "Formats", "url": "https://tomsharman.com/playbooks/formats/", "principles": [ { "n": 1, "title": "Selfie and yap videos", "line": "Phone, front camera, one argument. The spine of the content engine, five a week.", "url": "https://tomsharman.com/playbooks/formats/selfie-and-yap-videos/", "md": "https://tomsharman.com/playbooks/formats/selfie-and-yap-videos/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/selfie-and-yap-videos.mp4", "png": "https://tomsharman.com/playbooks/formats/selfie-and-yap-videos.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/selfie-and-yap-videos-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/selfie-and-yap-videos-dark.png" } }, { "n": 2, "title": "Reaction and story time", "line": "A screenshot or a video plays behind, you talk over it from the corner. React only to what you have standing to react to.", "url": "https://tomsharman.com/playbooks/formats/reaction-and-story-time/", "md": "https://tomsharman.com/playbooks/formats/reaction-and-story-time/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/reaction-and-story-time.mp4", "png": "https://tomsharman.com/playbooks/formats/reaction-and-story-time.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/reaction-and-story-time-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/reaction-and-story-time-dark.png" } }, { "n": 3, "title": "Podcast clips, the fake pods", "line": "A booked studio, a guest who asks, a question list written in advance. A podcast built for the clip, seven a week.", "url": "https://tomsharman.com/playbooks/formats/podcast-clips-the-fake-pods/", "md": "https://tomsharman.com/playbooks/formats/podcast-clips-the-fake-pods/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/podcast-clips-the-fake-pods.mp4", "png": "https://tomsharman.com/playbooks/formats/podcast-clips-the-fake-pods.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/podcast-clips-the-fake-pods-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/podcast-clips-the-fake-pods-dark.png" } }, { "n": 4, "title": "Creator hotline", "line": "A creator sends a voice note with a question. Tom answers it properly, in a studio, on proper cameras.", "url": "https://tomsharman.com/playbooks/formats/creator-hotline/", "md": "https://tomsharman.com/playbooks/formats/creator-hotline/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/creator-hotline.mp4", "png": "https://tomsharman.com/playbooks/formats/creator-hotline.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/creator-hotline-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/creator-hotline-dark.png" } }, { "n": 5, "title": "Carousels", "line": "Swipeable slides made only from selfie videos that already won. The format that works on LinkedIn, where the buyers are.", "url": "https://tomsharman.com/playbooks/formats/carousels/", "md": "https://tomsharman.com/playbooks/formats/carousels/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/carousels.mp4", "png": "https://tomsharman.com/playbooks/formats/carousels.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/carousels-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/carousels-dark.png" } }, { "n": 6, "title": "Creator therapy", "line": "A real creator brings a real problem and it gets taken apart properly. The hero piece, one long form a week.", "url": "https://tomsharman.com/playbooks/formats/creator-therapy/", "md": "https://tomsharman.com/playbooks/formats/creator-therapy/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/creator-therapy.mp4", "png": "https://tomsharman.com/playbooks/formats/creator-therapy.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/creator-therapy-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/creator-therapy-dark.png" } }, { "n": 7, "title": "The newsletter", "line": "One a week, written by Tom. The only audience he owns outright, and the list every paid tier launches to.", "url": "https://tomsharman.com/playbooks/formats/the-newsletter/", "md": "https://tomsharman.com/playbooks/formats/the-newsletter/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/formats/the-newsletter.mp4", "png": "https://tomsharman.com/playbooks/formats/the-newsletter.png", "mp4_dark": "https://tomsharman.com/playbooks/formats/the-newsletter-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/formats/the-newsletter-dark.png" } } ] }, { "n": 7, "title": "Clip anatomy", "url": "https://tomsharman.com/playbooks/clip-anatomy/", "principles": [ { "n": 1, "title": "Shape one, the selfie clip", "line": "Person, problem, turn, who, solution, land. Six beats, the first one inside two seconds.", "url": "https://tomsharman.com/playbooks/clip-anatomy/shape-one-the-selfie-clip/", "md": "https://tomsharman.com/playbooks/clip-anatomy/shape-one-the-selfie-clip/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/clip-anatomy/shape-one-the-selfie-clip.mp4", "png": "https://tomsharman.com/playbooks/clip-anatomy/shape-one-the-selfie-clip.png", "mp4_dark": "https://tomsharman.com/playbooks/clip-anatomy/shape-one-the-selfie-clip-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/clip-anatomy/shape-one-the-selfie-clip-dark.png" } }, { "n": 2, "title": "Shape two, the Q&A cutdown", "line": "Question, turn, answer, land. For the hotline, the fake pod, workshops and any podcast where someone asks.", "url": "https://tomsharman.com/playbooks/clip-anatomy/shape-two-the-q-and-a-cutdown/", "md": "https://tomsharman.com/playbooks/clip-anatomy/shape-two-the-q-and-a-cutdown/index.md", "animation": { "mp4": "https://tomsharman.com/playbooks/clip-anatomy/shape-two-the-q-and-a-cutdown.mp4", "png": "https://tomsharman.com/playbooks/clip-anatomy/shape-two-the-q-and-a-cutdown.png", "mp4_dark": "https://tomsharman.com/playbooks/clip-anatomy/shape-two-the-q-and-a-cutdown-dark.mp4", "png_dark": "https://tomsharman.com/playbooks/clip-anatomy/shape-two-the-q-and-a-cutdown-dark.png" } } ] } ] }