A universal question is a big-picture, emotionally resonant prompt that taps into a learner’s core needs, values, or challenges. It’s broad enough to apply to many but specific enough to provoke thought. It grabs attention and creates immediate relevance.
Think of it as a hook—but with soul.
Why Does It Matter?
Including a universal question at the beginning of your instructional design document does two important things:
- Centers the content around the learner’s perspective.
It forces the designer (and stakeholder) to think beyond content and focus on connection. - Clarifies purpose and drives design decisions.
When your course is grounded in a universal question, every module, activity, and scenario can be aligned to answer it.
Examples of Universal Questions:
- How do you turn a frustrated customer into a loyal one?
- What if mastering this product could make your job easier—starting today?
- What would change if your next ‘no’ turned into a ‘yes’?
- If learning doesn’t lead to better performance—what’s the point?
- What if you could gain back time in your day?
Why They Work:
- Emotional resonance: They speak to common frustrations, fears, or desires.
- Curiosity: They invite the audience to reflect and want to know more.
- Relevance: They bypass the surface and go straight to the core issue.
These questions work because they do more than introduce a topic—they spark curiosity, personal reflection, and a desire to engage.
How to Use One in Your Document
Add a short section at the beginning of your instructional design doc labeled “Framing Question” or “Guiding Question.” Use it to shape your tone, examples, and learner activities. It’s not just a warm-up—it’s a compass.
A strong course starts with a strong purpose. A universal question is how we light that fire—for our learners and ourselves.
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