In film theory, a McGuffin is a story element which drives the plot and is essential to the motivations of the characters, but which is insignificant to the audience.

Maps, treasures, ticking time bombs, glass slippers, magic rings—you get the idea.

The McGuffin is fictional, which means it can’t actually help or hurt the audience, so the audience doesn’t really care about it one way or the other. We only care how it affects the development of the characters and the plot.

Here’s the thing . . .

It can be tempting to create content about something that is very interesting and motivating to you, but if it is unattainable by the audience then it’s just a McGuffin.

McGuffins aren’t bad, per se, but they are a pretty clear sign that you’ve crossed over into the realm of entertainment rather than education or anything else you might be aiming for in your content.

Remember, if your content revolves around a McGuffin, it’s not actually the McGuffin which is the subject of interest, it’s you.