Creative Thinking Technique #4 – Reframe Your Perspective of a Product by Turning Negatives into Positives

The term “reframing” is a technique that originates from therapy and the work of renowned psychotherapist Virginia Satir.  More specifically, reframing is a technique that dramatically changes the meaning of something you’ve seen or believed in and thereby changing your perspectives.

One example of reframing is to turn something that appears to be negative into a positive and you can apply it even in your approach to creative thinking! Let’s take your product for example. As you study it from every possible angle, make a detailed list of its negative characteristics that skeptics might point out to you or things that your client would never want anyone to know.

Some questions to ask yourself:

  • Why might customers decide not to buy it?
  • What are its obvious disadvantages and flaws?
  • What negative reputation has it received in the past?
  • What could go wrong if it were used in a non-standard, particular way?
  • What criticisms would people out of your target group tell you?

From your findings, take each negative answer and ask yourself how could it be turned into a positive. If your product is overly expensive, what could be good about that? Could it be made from superior quality materials that last longer than your competitor’s? What advantage can your product offer if it’s designed in an unusual way? Could it save you more space in your warehouse?

Try swapping disadvantages for advantages and you will discover a whole new variety of positive selling points.


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