Forces of Change
The Reframe
A narrative or perspective shift that changes how a user evaluates their current situation, creating new Push or Pull forces.
The reframe is the strategic act of changing how a user sees their current problem or potential solution. It is not about making the product better; it is about making the user see the problem differently. A reframe might show a user that their current "solution" is actually a workaround, that their pain is more costly than they realized, or that a new category of solution exists they hadn't considered. The reframe is the mechanism behind powerful marketing, compelling demos, and viral product moments. It is the Push force that comes from insight rather than frustration.