Start with the focus on the characters since roleplaying games is about the players. Look at what motivates them and what might ‘hook’ them into an adventure and build outwards, or ‘spiral’ outwards.
Always focus on the closest things to the characters, their closest location, NPCs and anything that catches their interest.
Reference
E. Schea, M. (2018). Sly flourish’s return of the lazy dungeon master. Sly flourish shop
Highlights or timestamps
Return of the Lazy Dungeon Master Highlights
- But it [the campaign / worlbuilding] starts with a focus on the characters, the goals driving them, and their immediate surroundings. Then the game and the world both spiral out from there.
— ^6fcc1b from Return of the Lazy Dungeon Master highlights