Filed under: Comment, Cunning, Insight, Perspective, Planning, Point Of View
Part of the job of a planner is to reframe situations.
Taking an issue and offering a perspective that turns a seemingly negative, into something positive.
It means we can turn high-sugar cereals into ‘energy for a kids day’ or expensive smart watches into ‘personal assistants’ who are with you at every turn.
Or until their battery runs out.
Which is after about 24 minutes.
To be honest, reframing is not something exclusive to planners … politicians have done it for centuries, and don’t get me started on how long religious leaders have been doing it.
But the thing is, it’s not lying … it’s simply offering a perspective on a situation that is different to commonly held beliefs so that it can help people consider things in a different way.
Sure, the way many planners use it is clunky and obvious, but occasionally, reframing can be a beautiful thing.
I say this because I recently read this:
Let’s be honest, the author is simply reframing the value – and relevance – of people born in the 1970’s and early 1980’s … but the point they make is a good one.
Whether that is a point that has any intrinsic value in society is open to question [though I think it has, though I also know that I am bound to say that] but for me, you can tell when reframing has been done well because unlike so much in adland, it is not designed to make the recipient feel good, but simply to make them think.
Talking of reframing, the Chinese government have insisted everyone spends the next couple of days ensuring family bonds are strong because they know that is the foundation of a good society. Or said another way, we have 2 days national holiday so see you next week.
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