A Guide to Reframing

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A Guide to Reframing

Olivier Serrat2015

The Frame of "Problems"Our current situation, knowledge, life experiences, (mostly unconscious but ingrained) assumptions, and values create frames to describe and interpret what we hear and see every day. By providing a view of the world and our place in it, these frames create a "reality" that informs but also constrains the way we think and take action, as the case may be in win–lose terms.Our interpretation of a "problem"—an intricate unsettled question, something that is difficult to understand or accept, or even a conflict—differs according to the way it is framed. If a "reality" is constructed, it can just as well be reconstructed.Changing our interpretation of a behavior, event, object, person, or situation—reconceptualizing "reality"—reframes our perception of them: the process expands the range of possible solutions to a "problem" and enlarges our capacity for action.

The Doors of Perception… and it is a narrow mind which cannot look at a subject from various

points of view.—George Eliot

And those who were seen dancing were thought to be insane by those who could not hear the music.—Attributed to Friedrich Nietzsche

If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper

question to ask, for once I know the proper question, I could solve the problem in less than five minutes.—Attributed to Albert Einstein

My life has been filled with terrible misfortune; most of which never happened.—Michel de Montaigne

Happiness depends more on the inward disposition of mind than on outward circumstances.—Benjamin Franklin

Uses of Reframing

In psychology, cognitive reframing identifies and disputes irrational or maladaptive thoughts, this to find more positive alternatives for patients and prompt beneficial changes in mindsets. When applied to "problems"as distinct from their use in the arts—reframing techniques find application elsewhere, notably in sociology and organizational psychology.

Organizations that compete in a globalizing world can reframe "problems" to find opportunity.• One way to shift perspective is to

imagine—with the greatest possible empathy—a situation from another person's perspective: how, for example, would a child (or different specialists) view it?

• A second is to ask effective questions, especially questions beginning with "why?"

• A third, originated by artists but increasingly applied in the creative industries, is to see the world with fresh eyes.

Creative Frames of MindContext—Where else could this be useful?

Humor—Is there a funny side to this?

Learning—What can we learn from this?

Meaning—What else could this mean?

Points of View—How does this look to others?

Silver Lining—What opportunities does this "problem" present?

Solution—What would we do if we solved this "problem"?

Integrating FramesStatements

We've tried that before.

It was a complete failure.

We don't have time to do any of that.

Responses

OK, so we have a good idea about what doesn't work. What can we do differently this time? How would others approach it?

A complete failure? Really? But, what can we learn? Which bits did work? Where else might they work? What can we try next?

What can we stop doing to make time? Which bits do we have time for?

The Reframing Matrix

The reframing matrix was devised by Michael Morgan. A question (or "problem") is laid in the middle of a four-box grid and examined from four typical business perspectives. (Naturally, the grid can be used to represent groups of stakeholders, e.g., clients, staff, suppliers, etc.).

• Program Perspective—Are there issues with the program (or product or service) we are delivering?

• Planning Perspective—Is the business (or communications plan) appropriate?

• People Perspective—What do the people involved think?

• Potential Perspective—Is the program replicable? Can it be scale up?

Our New Product Does Not SellProduct

• Is the product technically sound?

• Is it attractive?• Is it well priced?

Planning• Are we approaching the right

segments of the market?• Are we using the right marketing

strategy?

Potential• How could we raise sales of the

product?• Can we distribute to new

markets?

People• Do clients know the product?• How do they see it?• Are they convinced it is reliable?• Why are they buying other

products?

On 24 October 1946, a V-2 rocket launched from the White Sands Missile Range in southern New Mexico in the United States took the first pictures of Earth from 65 miles (105 km) in outer space.

24/10/1946: Earth Reframed

Further Reading• ADB. 2008. The Reframing Matrix. Manila. Available:

www.adb.org/publications/reframing-matrix• ADB. 2009. The Five Whys Technique. Available:

www.adb.org/publications/five-whys-technique• ADB. 2009. The SCAMPER Technique. Manila. Available:

www.adb.org/publications/scamper-technique• ADB. 2009. Wearing Six Thinking Hats. Available:

www.adb.org/publications/wearing-six-thinking-hats• ADB. 2009. Asking Effective Questions. Manila. Available:

www.adb.org/publications/asking-effective-questions• ADB. 2011. Critical Thinking. Manila. Available:

www.adb.org/publications/critical-thinking

Videos• ADB. 2012. The Reframing Matrix. Manila. Available:

vimeo.com/67186254• ADB. 2012. The Five Whys Technique. Manila. Available:

vimeo.com/67185517

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