George Webster

134 posts London

George is a content marketing consultant based in the UK. He has no awards, no cool creative account experience and no tattoos. What he does have is an unhealthy obsession with why ads work. 14,000+ catalogued. This platform is what came out of it.

Hijack the Phrase

Four ways to turn language into leverage.

3 min read

Reframe the Insult

Four ways to flip the meaning of the insult.

3 min read

Reframe Shame Into Pride

Four ways to turn what people hide into what they share.

3 min read

Reframe Category Logic

Five ways to ignore the category constraints that nobody wrote down but everyone follows.

4 min read

Reframe Status

The product hasn't changed. Everything else has.

4 min read

Social Death by Embarrassment

Five ways to make sure they don't want to be 'that' person.

4 min read

Catastrophic Consequences

Five ways to make the bad decision feel vivid and visceral.

4 min read

Own Worst Enemy

Five ways to target one of the most effective villains in advertising: the one in the mirror.

4 min read

Reframe the Battle

The product isn't the hero. The fight is.

3 min read

Subscribe to Big Ideas That Work for free tools and updates.

Join today, and we’ll send you the Source of the Idea 2026 report.