For every piece of content you create, it’s a good idea to have one person in mind for whom that content will be a game-changer.

Whether it’s a podcast, blog post, YouTube video, or any other content piece, be clear on the one specific problem you’re addressing for one specific person. This allows you to break down and explain the idea in a way that you know will benefit that person in a meaningful way.

Too often, we get caught up in our desire for scale, chasing views, downloads, and subscribers, and forget the point of content creation in the first place: To create something useful for others.

In search of scale, we often neglect impact, focusing more on distribution than on substance.

What we fail to realize is that content that spreads and reaches a larger audience, does so because individual consumers talk about it.

Sure, effective distribution can help hasten the spread of a remarkable piece of content, but it needs to be remarkable first for it to continue to spread.

Creating content with the intent of changing things for just one person helps keep you from pandering. From watering down. From creating what you think you’re supposed to create over what you know would be helpful.

It grants you the focus to create the best piece of content you’re able to on your given topic.

Creating for an aspirational audience of thousands makes defining a singular goal for your content nearly impossible.

Creating for one, however, allows you to begin with the end in mind. It gives you clarity on where your audience is starting from and where you need to get them to by the end of the content in question.

It removes the guesswork and allows you to simply fill in the blanks, paving the path to understanding brick by brick.

And if you can pave a path that can get one person to their destination, it’s only a matter of time before they share it with another person, and another, and another, and another.

All content that spreads starts with one person for whom it resonated so deeply that they couldn’t help but pass it on.

So who’s your next person and what’s the problem you can solve for them?

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