Using Product Framing to Create A Competitive Advantage
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This document discusses how framing can be used to create a competitive advantage. It outlines four styles of framing: 1) Head to Head, where there is no clear category leader; 2) Big Fish, Smaller Pond, targeting an underserved sub-segment; 3) Reframe the Market, highlighting strengths through breakthrough innovation; and 4) Change the Game, inventing a new market category. The key is deliberately setting context to position a product or company strategically relative to competitors. Framing done well can highlight strengths and make competitors irrelevant, but risks include fast followers and categories not highlighting strengths.
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Using Product Framing to Create A Competitive Advantage
- 1. Using FRAMING to create a COMPETITIVE ADVANTAGE @aprildunford April Dunford
- 5. Big camera Fancy white bow ties Nice wood! Audience loves it! Program says he won awards
- 6. GENIUS!
- 7. THE “PRODUCT” DID NOT CHANGE VS
- 9. WE RARELY SET CONTEXT DELIBERATELY
- 10. WHY ARE WE SO BAD AT THIS?
- 11. WE ARE TAUGHT THIS
- 12. YOU CAN WRITE CRAP DOWN, BUT IT’S STILL CRAP!!
- 13. 4 STYLES OF FRAMING
- 14. STYLE 1: HEAD TO HEAD
- 15. 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: HEAD TO HEAD
- 16. STYLE 2: BIG FISH, SMALLER POND
- 17. 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 existing market STYLE 2: BIG FISH, SMALLER POND
- 18. STYLE 3: REFRAME THE MARKET
- 19. 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 positions your innovation as a “FEATURE” REFRAME an existing market STYLE 3: REFRAME THE MARKET
- 20. STYLE 4: CHANGE THE GAME
- 21. WHAT IS IT WHEN TO USE IT ADVANTAGES RISKS Existing categories don’t HIGHLIGHT YOUR STRENGTHS Data indicates a category WILL EMERGE The company that CREATES the category is considered the LEADER FAST FOLLOWERS beat you before you are established as leader INVENT a new market category STYLE 4: CHANGE THE GAME
- 22. STORY: ARE THESE BOTH ROBOTS?
- 23. FIND OUT WHO YOU ARE… …AND DO IT ON PURPOSE