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: Smartwatch with Fitness Tracker
Audience: New mums
Context: Tracking steps and sleep while pushing the stroller or nursing
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 single most important strategic move is Reframe Category Logic (#3): rejecting the fitness tracker's own framework entirely. Optimisation language is not just irrelevant to a new mum — it's actively harmful. The brand that's brave enough to say "we're not that" creates immediate separation from every competitor, and immediate recognition from the audience.
Reframe Meaning (#4) and Reframe Who's Talking (#6) are the most emotionally potent executional pair. Reframe Meaning reframes the data itself — not metrics, but evidence of what she got through. Reframe Who's Talking gives the watch a voice built from that data, and makes it the most honest testimony to what new motherhood actually looks like hour by hour. Run them together and you have a campaign with both strategic backbone and creative originality.
Reframe a New Usage Moment (#18) is the most practically useful near-term play. Owning the nursing session as the product's recurring moment is a genuinely original media and UX idea — it gives the watch a specific, named job in this audience's day that no competitor has claimed, and it doesn't require the brand to say anything particularly ambitious to do it.
Reframe the Problem into a Category People Care About (#20) is the highest-leverage single move if the brand has the confidence to use it. Stopping talking about fitness and talking about not disappearing gets to something real that no fitness tracker has ever touched. The fear of losing yourself in early motherhood is universal, unspoken, and completely unaddressed by the category. A brand that names it honestly earns a level of trust that step counts and sleep scores never could.
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
