The focusing question

Every authority has one focusing question that frames their entire body of work. Either implicitly or explicitly.

It directs what they write about, speak about, and research.

Everything they publish moves them closer to answering this question or it doesn't make the cut.

Carl Richards: "Why is there a gap between what we know we should do with money and what we actually do?"

April Dunford: "How do you make your product obviously awesome?"

Brené Brown: "Why is vulnerability the first thing I look for in you and the last thing I want you to see in me?"

Notice how each question creates tension between where the reader is and where they want to be.

This question does three things:

It focuses your attention. You don't drift into adjacent areas that are interesting but not highly relevant. With consistent publishing and time, you become known for one thing that you can own. That focus compounds and each piece of work builds on the last.

It attracts your community. People who share your frustration discover you. These people have real value to your business (potential clients), and you have real value to them (you solve their genuine frustration). You don't waste time building assets that attract followers who would never buy.

It makes you memorable. Subscribers don't read everything you write – they skip articles and skim-read. That doesn't matter when everything you write drives towards a single point. You become known for one thing, and going deep on that one thing, you develop interesting takes that others haven't.

Without a focusing question, you're reactive

You write about whatever comes up and struggle to find inspiration, because the paradox is: a lack of creative boundaries is stifling. The canvas is too big.

With one focusing, you can act strategically.

Every action you take moves in the same direction.

That's how invisible experts become Undisputed Authorities.

I'd like to see you identify the painful frustration you solve, then frame a focusing question around it.