Using FRAMING to create a COMPETITIVE ADVANTAGE

@aprildunford April Dunford

CONTEXT: AN EXPERIMENT

Ball Cap Smokers!?

This schlumpy

ac<on

Grimy metro plaza

Garbage Didn’t stop

BUSKER!

Camera man

These dope white bow

<es

Fancy wood!

Folks are feeling it!

Program that says he won

awards n stuff

GENIUS!

THE “PRODUCT” DIDN’T CHANGE

VS

OUR CONTEXT

CUSTOMERS

COMPETITION BRANDING & PACKAGING EXPECTED FEATURES

CHANNELS PRICING

CONTEXT IS

CRITICAL YET…

Out of context quote! NO!!!

WE RARELY SET CONTEXT DELIBERATELY

STORY: SOMETIMES A DATABASE ISN’T A DATABASE

WHY ARE WE SO BAD AT FRAMING?

WE ARE TAUGHT THIS

YOU CAN WRITE CRAP DOWN, BUT IT’S STILL CRAP!!

4 STYLES OF FRAMING

STYLE 1: ARM WRESTLING

WHAT IS IT WHEN TO USE IT

ADVANTAGES RISKS

The category is known but there’s NO CLEAR LEADER

Everyone understands the Frame

You need MONEY and TIME

Beat the leader AT THEIR OWN GAME

STYLE 1: ARM WRESTLING

STYLE 2: BIG FISH, SMALLER POND

WHAT IS IT WHEN TO USE IT

ADVANTAGES RISKS

The a sub-segment has DISTINCT NEEDS that are UNMET by the current leader

Don’t have to take the leaders HEAD-ON

The leader MATCHES your offering

Your frame is a SUB-SEGMENT of an exis<ng market

STYLE 2: BIG FISH, SMALLER POND

STYLE 3: REFRAME THE MARKET

WHAT IS IT WHEN TO USE IT

ADVANTAGES RISKS

You have BREAKTHROUGH INNOVATION There is a SUDDEN CHANGE in the market

Highlights your STRENGTHS, makes the leaders strengths IRRELEVANT

The leader posi<ons your innova<on as a “FEATURE”

REFRAME an exis<ng market

STYLE 3: REFRAME THE MARKET

STYLE 4: CHANGE THE GAME

WHAT IS IT WHEN TO USE IT

ADVANTAGES RISKS

Exis<ng categories don’t HIGHLIGHT YOUR STRENGTHS Data indicates a category WILL EMERGE

The company that CREATES the category is considered the LEADER

Adjacent category leaders try to SUBSUME your category FAST FOLLOWERS beat you before you are established as leader

INVENT a new market category

STYLE 3: CHANGE THE GAME

STORY: ARE BOTH THESE THINGS ROBOTS?

FIND OUT WHO YOU

ARE…

…AND DO IT ON

PURPOSE

APRIL DUNFORD AprilDunford.com

@AprilDunford