The Focus Question and Business Model Innovation

A strong focus question directs attention to an area of the external business environment that leaders believe will have a significant impact on the organization's future; it defines what in that area is of most interest. It is strategically relevant, focused on business needs, and framed in a way that is likely to create meaningful and proprietary knowledge about the future. The best way to find the right focus question is to base it on an important part of the company's business model. One way to identify a relevant focus question is to look at potential pain points. Generally, the survey of leadership used to map the business model will also reveal a common set of external pressures that could affect the company's business model. Centering the focus question on that element can yield actionable insight. Slowing down at the beginning to build a strong focus question that is strategically relevant enhances the success of the project, ensuring that it will produce usable information.