Glossary
Creator Therapy
The hero long form format: a real creator brings a real problem and it gets taken apart properly, problem, diagnosis and fix.
Why does it matter?
Every other format is Tom asserting. This one is Tom being right in front of a witness, and it is the format a brand buyer will watch to the end.
How does it work?
- The problem, in their words.
- The diagnosis.
- What they are optimising for by accident.
- The format fix, and what to do on Monday.
Related terms
- Selfie video: Phone, front camera, one argument. The top of funnel format and the spine of the content engine, also called a yap video.
- Formats over ideas: A repeatable format beats a one-off story, because the audience can guess what comes next. Repeat it until it becomes a show.
Where is it explained?
Where else does it come up?
- Selfie and yap videos, Formats
- Owned audience, How I work