The Reframe Anything guide is part of the Shift Perception Engine built by Big Ideas That Work. 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:
Product: Electric Bike
Audience: Urban commuters aged 25–40
Context: Replacing public transport for eco-friendly, faster commutes
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 six below are the ones Claude flagged as worth exploring further.
Claude's Summary
The six strongest fits worth exploring are:
Reframe Status and Reframe the Codes are natural partners: the product needs a cultural identity first, and the visual language of that identity second. Think less Brompton, more Porsche Taycan — same eco logic, completely different world.
Reframe the Ritual is probably the sharpest executional opportunity. The commuter's morning has dozens of friction touchpoints — the tap-out, the platform crowd, the parking hunt — and each one is a creative moment waiting to be hijacked.
Reframe Value is the rational anchor that makes the emotional stuff credible. The maths on Travelcards vs. e-bike ownership is genuinely shocking when laid out — and it's already a competitor's ad waiting to be made.
Reframe the Logic and Reframe the Trend are the boldest positioning plays. Both require confidence to run against the grain of green-tinted, earnest transport marketing — but that's exactly the gap. The most interesting move is probably combining them: be anti-eco in tone while being obviously eco in reality. Practical, fast, selfish-sounding — and quietly doing the right thing anyway.
Want Your AI to Think Like This?
This guide is available as part of a paid membership to this platform. Upload it to Claude — or whichever AI you use — and start reframing any problem in minutes.
