Make It Happen
My Tipsheets are chock full of ideas. They are all aimed at translating knowledge into a quick, action-oriented 60-second nugget.

First Name:
Last Name:
Tipsheet Archive
Randall's Resources
Whenever I speak or write, I often prepare extra "bonus" materials.
Enter the Resource Code to access this special content:
Resource Code:
Try this example Resource Code: eventplanning

Zoom Lens

by Randall Craig on September 15, 2010

Filed in: Blog, Make It Happen Tipsheet

Tagged as: ,

How do you solve problems? One way to do so is to use a zoom lens.

If you’re like most people, at one time or another you’ve played around with a zoom lens. When you zoom out as much as you can, you see just about everything: you have an overview. Zoom in a bit, and each object becomes distinct; you see the components of the problem. Zoom in to the max, and it is like using a microscope: every minute detail takes on great importance. Zooming out gives you a top-down view; max zooming in gives you a bottom-up view of the problem.

Of course, with a maximum zoom, you lose the overview, but this isn’t the only problem. No matter how much (or how little) you zoom, your perspective is always the same. A photographer who uses a zoom lens to take a picture of a building will never know what is on the other side unless they shift their perspective. And similarly, looking at a problem from someone else’s perspective is the only way to see the situation… from their perspective. (Truly great problem solving requires both zooming and shifting.)

This week’s action plan: Shifting and Zooming can be used to solve problems, but it can also be used whenever you write. This week, before you send an important email, blog, or Tweet, consider if you can make a stronger point if you zoomed in or out, or shifted your perspective.

Writing note: Did I use shifting and zooming in this simple post? The metaphor of the lens probably helped you visualize the concept more effectively. In addition, the post is written in the second person (you), not first person (I), shifting the perspective to someone who you are more interested in (eg yourself).

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and

Previous post:

Next post: