One thing in common….

Clarity is achieved through focus

What do the three names and things in the image have in common?

They are:

• Ai Weiwei - Tate Modern exhibition,
• Steve Jobs and the iPad launch and
• Sir Terry Wogan's Radio 2 breakfast show)

?They had clarity in what they delivered. They got their message across because they focussed on one thing.

Sir Terry Wogan - Radio 2 Breakfast Show host

Sir Terry was a much-loved presenter on radio and TV. He regularly had millions of listeners for his Radio 2 Breakfast Show.

When he passed away, the BBC went into eulogy overdrive. One story really resonated with me as a marketer.

Paul Gambaccini once asked Sir Terry how many people he pictured himself broadcasting to when on air. Sir Terry’s reply……

Just one!

He imagined his ideal listener sat opposite him. And he just had a conversation with them.

Total focus on one thing - that ideal listener.

That's real clarity, real focus.

?Steve Jobs - iPad launch

This is one of the reputedly rare occasions Steve Jobs said he was wrong. He was recording a 30 second commercial for the launch of the iPad. He had five key messages to include.

The marketing team argued it should only be one. Steve insisted on five.

So one of the team screwed up five pieces of paper into balls and threw them at Steve all at once saying "catch". He missed them all.

They then threw just one saying "catch" and he caught it.

They were right, Steve was wrong and the commercial focussed on ONE message.

We all know how successful the iPad has been.

Ai Weiwei - Tate Modern Exhibition

From time to time artists are asked to fill the turbine hall in the Tate Modern with a piece. They have free rein over what it is and any message it gives.

Ai Weiwei commissioned every artist and worker in the area of China that produced the finest porcelain prior to the Cultural Revolution.

Their task - to make 125 million individual porcelain sunflower seeds each representing 100 Chinese people. It symbolised two things. The subjugation of the people, and the impact of consumerism on the value of labour.

Big powerful statements against a state government and the demands of the world. All encapsulated in each individual porcelain sunflower seed. Focus and clarity.

The One Thing

Whether it was the clarity of the sales message, the engagement with an audience of a political and social statement, all were clear because of the focus on one thing.

In today's world we are faced with increasing demands on our attention. Yet we want more from life so feel we need to embrace the increasing hecticness. It doesn't have to be that way.

In his book 'The One Thing' Gary Keller explains how to do the opposite but still get better results.

Cut through the clutter. Overcome the overwhelm. Revitalise yourself and stay on track. Just focus on….

The One Thing

It's a must-read for every entrepreneur.

Time for Action

What is you ONE THINBG? What are you going to do to focus yourself and achieve your goals? Make yourself accountable by sharing it here.

If LinkedIn is your One Thing, follow Linked Business - leveraging LinkedIn for your business for #LinkedInTips?and advice on #linkedinmarketing

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