NLP terms, a frame is a focus of attention
you give to something. Reframing assigns another meaning or another sense to
a situation or context, thus sees it in a different frame. Changing the
frame of an experience can have a major influence on how you
interpret and react to that experience.
Reframing is a powerful technique to
Sometimes the way you frame a
an assumption that prevents you from
solving it. The value of reframing is being able to
consider an issue from many different aspects. It is a way of getting people
to think: 'How else can I do or consider this?‘
Let the scenes appear in
another point of view (frame) so that someone is able to deal with the
The Power of Taking a
It was by taking a
different view of a traditional business that major
innovations were achieved. To
find a better creative
solution to the current practice, force yourself to reframe
the problem, to
break down its components and assemble them in a different way.
Recognize that there is a positive place for
almost any situation or event if you do the right thing in the right place
at the right time. Ask "Where could this situation be useful?" or "In what
other context would this particular event be of value?"
Once you are more resourceful, you can then
discover effective applications that may be appropriate in current
The content or meaning of a situation is
determined by what you choose to focus on. Change the meaning of a seemingly
limiting behavior. “An electrical power failure can be viewed as disruptive,
a major disaster given all you have to get done. Or it can be viewed as an
opportunity to spend some intimate time with your spouse or to have fun with
your children finding innovative ways to manage the situation,” says Roger
Ellerton, an NLP master.3
brand management and
marketing terms value reframing means
giving a new value to a product/service by finding a new market or context.
For example, Pepsi-Cola created value by
reframing the discussion of Coca Cola as "old" and traditional, whereas
Pepsi was new and exciting.
When it started talking about the Pepsi
Generation and issued its "Pepsi Challenge," it turned its weakness into
strength. In a “Pepsi Challenge” commercial, they said, "Sure the other guys
have been king, but let's look at today. Do you want yesterday's product, or
do you want today's?" The ads reframed Coke's traditional dominance into a
weakness, as indication that it was a product of the past, not the future.