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

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.

Post by Benj Miller

Benj Miller is a founder who hates titles, a strategist who can’t sit still, and a coach who feels more like a friend. As Syrup’s Creative Director (and its founder), he turns big ideas into brands people actually remember. He’s part strategist, part artist, and fully allergic to anything that feels generic. Whether he’s shaping a brand’s core idea, building a visual identity, or pushing a website concept one level deeper, he always finds the angle that makes people stop and pay attention.

He spent two decades building Syrup into the company it is today, while also starting, leading, or advising more than ten other companies along the way. That mix of experience shows up in the clarity, honesty, and sharp instincts he brings to every project. When he’s not leading the creative charge, he’s doodling another wild idea or convincing the team that yes, it can be better.

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