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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