Choose who to help, what to explain and how to keep making it.
Version 1.0 · 23 September 2026 · An original worksheet from The Tom Tribe, developed for Puro's audience.
Copy this worksheet into your document and replace the blanks, or print it and write alongside the prompts. Work with recent customer conversations, enquiry notes or support questions nearby. Keep private names and records out of public versions. The completed fictional example shows every decision, including a complete episode.
You will leave with one audience, five customer questions, three series, one episode and a production arrangement. This is a first test plan; it does not prove demand or predict results. No call or purchase is needed.
1. Choose one person in one situation
“Business owners” leaves too many problems to solve. Pick the person whose decision you understand and can help make clearer. Combine a role, a situation and a decision. It need not be your only customer forever.
- Person and situation: I help ___ who are facing ___ decide ___.
- Why I can help: My experience or access to an expert is ___. A specific decision I have handled is ___.
- Business purpose: I want these people to understand ___, which could support ___ in my business.
- Outside this first test: I am not trying to address ___ yet.
- Starting channel: ___, because I have observed this audience ___ there. If that is an assumption, my check will be ___.
Sharpen “Founders who want growth” into “Owners of small design agencies whose projects stall between client approval and the next team handoff.” The second gives you a situation to demonstrate. Avoid arbitrary demographics that do not change the advice.
2. Gather five questions people actually ask
Find questions in conversations, emails, support requests or public discussions from your audience. Use their wording where available; mark remembered wording as a paraphrase. Record the source privately with a date and anonymous reference. “Efficiency” is a topic. “Why does approved work still sit untouched?” is an answerable question.
On smaller screens, scroll the table sideways to see every column.
| ID | Customer question | Origin, date, evidence status | Decision behind it | What I can show |
|---|---|---|---|---|
| Q1 | ___ | ___ | ___ | ___ |
| Q2 | ___ | ___ | ___ | ___ |
| Q3 | ___ | ___ | ___ | ___ |
| Q4 | ___ | ___ | ___ | ___ |
| Q5 | ___ | ___ | ___ | ___ |
Use observed, remembered/paraphrased or assumed for status. Do not ask AI to invent customer quotes. If you have fewer than five real questions, mark missing rows to collect. Ask a potential customer: “What did you need to decide? What made it difficult? What did you try?” You can draft from an assumption, but the map remains provisional until checked. Do not disguise research gaps as completion.
Choose the first question by asking: Does it matter to this audience? Can I answer from experience? Can I show an example with available material? Prefer one that passes all three over one that merely sounds popular.
First question: Q___. Why this one: ___. Detail to verify before publication: ___.
3. Turn questions into three repeatable series
A series is a promise you can fulfil repeatedly. “Tips” and “Behind the scenes” describe containers, not what the viewer gets. Start with a useful action: diagnose a problem, compare choices or watch a decision being made. These are suggestions, not mandatory categories.
Fill this card three times, as S1, S2 and S3. Connect each to at least one question above.
On smaller screens, scroll the table sideways to see every column.
| Series card | Your choice |
|---|---|
| Name and question IDs | ___ |
| Viewer promise: each episode helps this person… | ___ |
| Repeating sequence | ___ → ___ → ___ → ___ |
| What changes each time? | ___ |
| Three distinct episode premises | 1. ___ / 2. ___ / 3. ___ |
| Evidence or expert input needed | ___ |
| Reusable production treatment | ___ |
| Boundary: when would this advice be wrong? | ___ |
Three premises test repeatability; they are not automatically validated customer questions. If all give the same answer, change the constraint or merge them. If two series do the same job, make their benefits distinct. Prepare three options, then start with the one you can produce well. You need not launch all three together.
4. Make one complete episode
Use your selected question in one series. Write the words you would actually say, not an outline that leaves the answer to the editor. Show the decision as well as explaining it. A fictional example is useful when labelled; it is not a client result.
Question / series: ___ / ___. Title: ___. What the viewer can do afterwards: ___.
On smaller screens, scroll the table sideways to see every column.
| Beat | Actual spoken words | What appears on screen |
|---|---|---|
| Situation | Name the recognisable problem: ___ | ___ |
| Demonstration | Show an example and make a choice: ___ | ___ |
| Reasoning | Explain why the choice fits: ___ | ___ |
| Exception | When would you choose differently? ___ | ___ |
| Takeaway | Give a complete action: ___ | ___ |
Caption: ___. Optional next step: ___. The episode must be useful even if the viewer never follows the link. Pick one relevant action; not every post needs a sales request.
Assets and owner: ___. Expert/claim check: ___. Permission or fictional label: ___.
Read it aloud and time it before recording. Cut repetition rather than rushing an explanation to hit an arbitrary duration. Can someone describe the decision after one read? If they can only repeat “be consistent” or “add value”, return to the demonstration.
5. Choose an arrangement you can sustain
Start with the next small batch, not an ideal future calendar. Estimate the full work, then replace estimates with actual time after a pilot.
- Batch: ___ episodes every ___; starting series ___; channel ___.
- Capture: recorded to camera / colleague interview / screen demonstration with narration / other: ___.
- Place, equipment and helper: ___. Test sound and a short sample first.
- Expert input and script approval owner: ___. Edit/caption owner: ___. Final approval and publishing owner: ___. One person can hold several roles; their hours still count.
On smaller screens, scroll the table sideways to see every column.
| Work per batch | Expert/founder minutes | Other team minutes | Named owner |
|---|---|---|---|
| Questions, evidence and assets | ___ | ___ | ___ |
| Script and claim check | ___ | ___ | ___ |
| Setup and recording | ___ | ___ | ___ |
| Editing and captions | ___ | ___ | ___ |
| Review, correction and approval | ___ | ___ | ___ |
| Publishing and audience-response review | ___ | ___ | ___ |
| Rework buffer | ___ | ___ | ___ |
| Total required / actually available | ___ / ___ | ___ / ___ |
If required time exceeds available time, reduce the batch, simplify the treatment or assign funded help. Delegation transfers work; it does not erase it. If no expert will provide inputs or approval, pause production. AI cannot supply missing expertise; a person's synthetic likeness or voice requires their agreement and review.
If recording fails or someone is unavailable: ___. What we postpone rather than rush: ___.
Pilot date and owner: ___. Review point: after ___ episodes, on ___. Ask what intended viewers understood, what they asked next, how much production actually cost and what to improve. Small samples may be inconclusive; views alone do not prove business impact.
Your finished map
Audience: ___. Five sourced questions: Q1–Q5, with ___ still to collect. Three series: ___ / ___ / ___. First complete episode: ___. Arrangement: ___ episodes per ___, with ___ expert minutes and ___ team minutes. Next action, owner and date: ___.
- I can explain why this audience needs these answers and why I can give them.
- Every real question has an origin; assumptions stay labelled.
- Each series has a clear promise and three meaningfully different episodes.
- The episode demonstrates a decision, includes its limit and gives the answer freely.
- Inputs, permissions, approval, production time and a fallback are accounted for.
Use the map yourself. For help deciding the direction, The Tom Tribe can manage a founder-led content programme around your expertise, including strategy, scripts, editing, useful resources and publishing. You can enquire directly; completing this worksheet is optional.