Why You Need to Know Your “One Person” and “One Problem”

Why You Need to Know Your “One Person” and “One Problem” by Benj Miller | Sep 10, 2024

We often get caught up in wanting to sound clever, flaunting our knowledge, and showing just how smart we are. We start talking about all the different ways we can solve the problems we think our clients have. I mean, aren’t we all guilty of this, at least a little bit? But here’s the thing: When we do this, we’re missing the mark.

While it’s tempting to believe that being a ‘Master of Solutions’ is the key to impressing clients, the truth is that it’s not.

The real power lies in clarity—in knowing exactly who you’re talking to and the one problem you solve for them.

Here’s why this matters.

Imagine your ideal client profile (ICP) as one person—a specific, real individual. They have a name, a job, a set of daily frustrations, and a problem that’s keeping them up at night. When you know this person inside and out, you’re not just guessing what might resonate. You’re speaking directly to their pain, their needs, and their desires.

Now, here’s the kicker. The person who can articulate the problem the strongest is often seen as the one most equipped to fix it. It’s not about how many solutions you can offer; it’s about how deeply you understand that singular, gnawing pain point. When you talk about it with clarity and precision, your ideal client feels heard. They think, “Yes! This person gets it. They get *me*.” And that’s when they start to trust that you’re the one who can help them.

So, let’s keep each other honest here. Let’s resist the urge to be clever or overly complex. Let’s hone in on that one person and that one problem. Because when we do, we’re not just positioning ourselves as smart; we’re positioning ourselves as indispensable. And that, my friends, is where the syrup hits the pancake.

About the author

Why You Need to Know Your “One Person” and “One Problem” by Benj Miller

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