Focus is the # 1 Thing…except when it’s not: Perspective Shift with Twitter founder Evan William

I just came across a great example of a “Perspective Shift Story” in an article by Evan Williams in the February issue of Inc. magazine.

While the content of the perspective shift is interesting to me–as someone with multiple interests and finding it hard to choose just one–it’s the structure I want US to focus on.

Most of the article was about the importance of focusing. He gives the example of an earlier company he started, Odeo, that failed because they tried to be “the podcasting company” rather than focus on one product and do it better than anyone else.

They didn’t focus, though on one thing, they  instead tried to be all things podcast.

Then came iTunes.

Need I say more?

So…the whole article is about focus until…he get’s to this point:

The irony, of course, is that both Blogger and Twitter started as side projects. If I had been absolutely focused on the main project, they might never have happened. So, there is something to be said for knowing when you’re locked in to the right problem.

Fortunately to those struggling with the “do I get  narrow or stay multidimensional?” issue, he offers some advice:

To me, that comes down to the gut. The things that keep nagging at you are the ones worth exploring.

Again…forget the content for a moment and think of the structure:

1. Idea A is the way to go

2. Beaucoup evidence backing that assertion up.

3. Idea B which totally contradicts Idea A is presented with extremely compelling evidence to back IT up.

4. Invitation to practice discernment and…not buy into every “great” idea an “expert” states as a truth.

So how and when to use this?

1. When you want someone to break free from a “there’s only one right way…tell it to me” mentality
2. When you want to help someone breakout of their own “this is the right way” mentality and see that their way could be right and…there could be equally valid approaches and perspectives.