Objective-Motivation Topic Selection
Choose writing topics by pairing a clear finish line with durable motivation
- Difficulty
- Easy
- Time to result
- ~days to results
- Steps
- 4
- Confidence
- 97%
Objective-Motivation Topic Selection filters writing ideas through two questions: can the writer complete the piece, and can the result be high quality? The writer first chooses a specific objective, such as proving the status quo wrong, articulating what others are thinking but not saying, contributing original research, or telling a suspenseful story that carries a lesson. That objective provides a guidepost and a finish line. The writer then pairs it with a durable motivation, such as getting something off their chest, solving a nagging problem, or sharing an obsession with other people. A clear objective without motivation may stall, while motivation without a defined objective may wander. The pair raises the likelihood of following through and knowing when the work is complete.
Origin
Shapiro presented the framework as his method for choosing what to write across blogs, newsletters, Twitter, company blogs, and books.
Core principles
- 01A viable topic must be completable and capable of producing quality
- 02A specific objective defines what success and completion look like
- 03A strong personal motivation sustains the work required
- 04Pairing objective and motivation reduces abandoned drafts
How to run it
- 1
Test the topic's viability
Ask whether you are likely to finish the topic and whether it can produce work you would consider high quality. Drop ideas that fail either test.
Watch out Interest alone does not guarantee follow-through.
- 2
Choose the objective
Define what the piece must accomplish for the reader, such as overturning a status quo, articulating an unspoken idea, adding original insight, or delivering a suspenseful lesson.
Pro tip Write the objective in one sentence before drafting.
Watch out A vague objective makes it difficult to recognize a finished piece.
- 3
Attach a motivation
Name why you personally need to see the objective through. Use a genuine urge to solve, express, or share something rather than a generic obligation to publish.
Pro tip Favor motivations that remain strong after the initial excitement fades.
- 4
Draft to the finish line
Use the objective as a guidepost while writing and the motivation as fuel when the work becomes difficult. Stop when the draft demonstrably accomplishes the objective.
Watch out Do not let an arbitrary outro substitute for completing the objective.
In the wild
A writer wants to prove a commonly repeated belief wrong and is strongly motivated to get the correction off their chest. The objective dictates the evidence and argument required, while the emotional need sustains the research and revision.
→ The writer has both a completion criterion and a reason to finish.
A handbook begins with the objective of contributing insights from the writer's own research and experimentation. The motivation is a desire to make other people care about a topic the writer already obsesses over.
→ The resulting topic is personally sustainable and oriented toward a distinct contribution.
Common mistakes
Starting without a finish line
Without an objective, writers often stop where the draft happens to peter out rather than where it has achieved something.
Choosing a weak motivation
A topic may sound worthwhile but still be abandoned if the writer has no strong reason to complete the work.
Is it for you?
Best for
It is best for anyone selecting topics for a blog, newsletter, social account, company publication, or book.
Not ideal for
It is not ideal for externally assigned writing where neither the topic nor the objective can be changed.
From the episode
Growth tactics, retention strategies, and becoming a better writer
Julian Shapiro (Demand Curve, Hyper, Webflow, TechCrunch)