---
title: "One person, one problem"
description: "The five beats of a top of funnel video: one person, one problem, authority, one solution, then follow."
canonical: https://tomsharman.com/glossary/one-person-one-problem/
updated: 2026-10-25
---

# One person, one problem

The five beats of a top of funnel video: one person, one problem, authority, one solution, then follow.

## Why does it matter?

Every top of funnel video does the same five jobs. Only the hook is scripted, so the rest can be talked naturally.

## How does it work?

1. Script the hook: who it is for, and their problem, in one breath.
2. Add one line of authority. A number from their own story beats a CV.
3. Give one solution they could act on today. Two solutions are two videos.
4. End on follow.

## Related terms

- [Selfie video](https://tomsharman.com/glossary/selfie-video/index.md): Phone, front camera, one argument. The top of funnel format and the spine of the content engine, also called a yap video.
- [Top, middle and bottom of funnel](https://tomsharman.com/glossary/top-middle-bottom/index.md): The job a format does. The top brings people in, the middle keeps them, the bottom sells.

## Where is it explained?

- https://tomsharman.com/playbooks/funnel/one-person-one-problem/