Every great story begins with a single idea—a guiding light that keeps everything on track. In my work, that guiding light is a Focus Statement.

A Focus Statement isn’t just a sentence; it’s the foundation of your storytelling process. Without it, stories lose their direction, and audiences lose interest. Here’s how this simple tool can transform the way you tell stories and ensure your message connects on every level.

Where My Assignments Begin

Most of my assignments come to me in one of three ways:

1. A Drive with interviews and B-roll shot by a freelancer.
2. A Link to a Dropbox filled with content a producer has pulled together.
3. An Email introducing me to someone I need to contact for an interview.

Once I’ve reviewed the content and the assignment, my creative process kicks off with three essential questions:

• What story am I telling?
• Who will be watching?
• How can I engage them?

From there, I dive into the characters, settings, scenes, themes, and emotions that will connect the story to my audience on a deeper level. And then, I write the most important part of the process: a Focus Statement.

What Is a Focus Statement?

A Focus Statement is a single sentence or short phrase that defines what the story is about. It’s my creative compass—the central message I want my audience to remember.

Most of the time, I use a 3-Word Focus Statement: A noun, a verb, and an object that capture the essence of the story.

Examples:

• "Teacher_Inspires_Students"
• "Family_Rebuilds_Home"
• “Innovation_Saves_Lives"

Other times, I write a Short Focus Sentence that answers the classic storytelling questions: Who, What, When, Where, Why, and How. This simple tool ensures your story isn’t just seen—it’s felt. It gives your audience something to connect with emotionally, making your message memorable and impactful.

Why the Focus Statement Matters

Without a Focus Statement, I’m not ready to produce the story. Here’s why it’s essential:

1.  Clarity and Direction. A Focus Statement forces me to distill the story into its simplest form. If I can’t describe the story in one sentence, it’s not ready.
2.  Purposeful Storytelling. Every element—whether it’s a shot, a soundbite, or a voiceover—must align with the Focus Statement. This ensures that nothing feels random or out of place.
3.  Emotional Connection. A strong Focus Statement doesn’t just tell you what the story is about—it tells you why the audience should care. It taps into universal emotions like hope, perseverance, or belonging.

How to Write a Focus Statement

Here’s a simple step-by-step process to help you craft your own Focus Statement:

1.  Identify the Core Message.What is the heart of your story?
2.  Define Key Elements. Find the main characters. What are they doing? What’s the outcome?
3.  Distill It. Reduce the story to a short phrase or sentence. 
4.  Ask Why It Matters. How does this story connect emotionally with your audience?
5.  Refine and Test. Does your Focus Statement give clear direction and resonate emotionally? If not, adjust it until it feels right.

Real-World Example

I once received a drive filled with hours of interviews and B-roll. At first, the story felt scattered and unfocused. But once I wrote the Focus Statement—“Family_Rebuilds_Home”—everything fell into place.

Every scene, soundbite, and sequence served that core message. The result? A story that resonated deeply with the audience and left a lasting impression. The Focus Statement doesn’t just guide the technical process—it shapes the emotional core of the story.

Now It's Your Turn

Take a few minutes to apply these steps to your current project:

1. Write a Focus Statement that captures the essence of your story.
2. Reflect on how it connects with your audience emotionally.
3. Use it as a compass to guide every element of your storytelling process.

When you use a Focus Statement, you’ll:

• Save time by staying focused on the story’s core message.
• Create more cohesive and compelling content.
• Ensure your audience walks away with a clear, memorable takeaway.

Your Call to Action

The next story you tell could be the one that changes everything—for you and your audience. Start with a Focus Statement, and watch how it transforms your process.

Ready to take your storytelling to the next level? Visit paulstevenforrest.com to discover tools, resources, and strategies to help you craft stories that inspire, engage, and leave a lasting impact.

Your story deserves to be told. Let’s make it unforgettable.