The Reframe Anything guide is part of the Shift Perception Engine. It contains 20 reframing approaches — each one a different way to shift how people feel about a brand, product or behaviour. This page shows the guide in action against this simple brief:
Audience: Men seeking to maintain optimal scalp health and achieve stronger, more resilient hair. Product: Scalp hair treatment. Context: A specialized treatment focusing on the health and relaxation of the scalp and hair. The process typically involves deep cleansing, nutrient-rich conditioning, and techniques to stimulate blood flow, promoting hair growth and preventing hair loss. This holistic approach is beneficial for individuals seeking to maintain optimal scalp health and achieve stronger, more resilient hair.
All 20 reframes have been run against this brief using Claude, though you could use whichever AI you prefer. Each reframe was scored for fit, sharpened into a concrete campaign idea, and paired with a strategist prompt to take it further. The seven below are amongst those Claude flagged as exploring further.
Claude's Summary
This brief has a genuinely rich strategic problem underneath it: the barrier isn't awareness or access, it's identity. Men don't engage with scalp care because of how it makes them feel about themselves — vain, worried, reactive. Almost every strong reframe here is really an attack on that identity barrier from a different angle.
The most potent cluster is probably Reframes 19, 20, and 2 working together. Normalise the behaviour (#19), translate it into a category men already respect (#20), and flip the shame into a signal of discipline rather than weakness (#2). Those three, executed consistently, would change what this product means before a man has even walked through the door.
Reframes 17 and 3 are the sharpest acquisition plays. Most of the audience is currently in the wrong category — browsing product aisles, reading shampoo reviews — and intercepting that intent with a better answer to the same job is a much lower-friction entry point than trying to build a new occasion from scratch.
