DYNAMIC REFRAMING

Dynamic Reframing is constantly updating how you see your world and your business.

It's a never-ending process of looking critically and asking questions to uncover new, important insights others haven't found yet.

This helps you discover hidden opportunities and understand things more deeply, allowing you to anticipate the competition effectively expand your view of what's possible.

Dynamic Reframing is part of a broader framework the Insight-Napkin Framework, which includes how to put insights into work.

Dynamic Reframing is implemented through developing a scientific program, engaging in strategic dialogue, and embracing creative exploration

In today's fast-changing world, Dynamic Reframing is the source of competitive advantage itself.

Google’s Dynamic Reframing Over Time

Google started as a search engine company. The key was providing access to information on the nascent World Wide Web.

Soon, they realized the value wasn't just in finding information. They fundamentally reframed the business around online advertising, discarding the old idea that a web search company primarily made money through portals, subscriptions, or simple banner ads.

Then, they reframed their understanding from being primarily a web company to being an internet access company across multiple platforms, including mobile. This involved discarding the idea that their domain was limited to desktop web browsers. They then expanded aggressively into mobile with Android.

Finally, they reframed their core competency and future around artificial intelligence capabilities across all their products and services. They introduced the Transformer architecture: “Attention Is All You Need,” published by researchers at Google Brain and Google Research in 2017. This laid the foundation for modern Large Language Models (LLMs).

Where is the foundation of Google's competitive advantage? It has been their ability to dynamically reframe what's really going on before their competitors and move quickly accordingly.

Dynamic Reframing Is a Secret Weapon in Today’s Wild World

The real edge now is being able to constantly rethink everything. In markets that are super fast and competitive, this capacity to continuously reshape your understanding is the ultimate advantage. It’s not some abstract corporate concept, but rather rooted in human traits. Yes, in a world changing so quickly, staying ahead means your thinking has to change even faster!

It Gives You a Head Start, Even If Only Briefly

In today's intense competition, you won't have a unique insight forever. But Dynamic Reframing lets you jump on chances "a second before" the crowd, putting you "a few before your competitors". This slight lead, fueled by deeper, more accurate insights, is enough to capture significant advantage in markets that react instantly. Being first often makes all the difference.

It’s Driven by People, Trust, and Learning

Ultimately, this competitive edge isn’t just about processes; it’s a human characteristic. It requires a tight-knit team with a passion for learning. Success comes from trusted people having effective conversations to collectively make sense of reality and act quickly. Great strategists are described as passionate learners. This emphasizes that the people are the real engine.

You Absolutely Must Ditch Your Old Beliefs

A critical step in reframing is discarding old ideas. When your current view of the business no longer fits reality, you have to be willing to change the way you see the world. The TV channel example shows this: they had to discard the old idea of competing directly when they saw the data and reframe their goal to attracting non-viewers. Holding onto outdated ideas is definitely a dead end.

It’s All About Spotting What’s Hiding in Plain Sight

At its core, Dynamic Reframing is the knack for "seeing what the others don't see". It’s not just having more data; it's about truly grasping the deep nature of the situation. Think of it like everyone looking at a flat picture, but you see the 3D image pop out. That feels right – spotting opportunities others miss is a game-changer!

It Means Always Asking: “Am I Sure About This?”

The world changes, so the way you saw things yesterday might be outdated today. Dynamic reframing involves critically observing your own perspective. It means suspecting what seems obvious and constantly questioning your own view by asking, “Am I thinking about this the right way?” when you look in the mirror. Constantly challenging your own assumptions? It sounds necessary to stay sharp and avoid complacency.

You Need a Deep, Genuine Love for Learning.

To consistently find those insights, you need a passion for learning. This means going beyond quick summaries or surface-level knowledge and learning seriously—studying deeply, talking to experts, and experimenting. This dedication is what allows you to see layers of reality that remain hidden to others. That really resonates—you only see deeply if you commit to looking deeply.

It Makes You See a Bigger World of Possibility.

Dynamic Reframing actively "expands the horizon of possibilities". This "horizon" is the limit of what you can understand, perceive, and even imagine as possible. As you learn and engage more deeply with the world, your horizon stretches, revealing new realities and potential paths you couldn't see before. It's like getting a map of a territory you didn't know existed. New knowledge truly opens up new options.

It's a Journey That Simply Never Ends.

This isn’t a one-and-done deal. Dynamic reframing is called a continuous process that literally never ends. You find a big insight but soon realize there’s more to uncover. You have to keep digging for the next revelation multiple times, because living off past wins won’t cut it. It’s like peeling an onion—layers keep appearing. That feels right; success today doesn’t guarantee success tomorrow.

How to implement Dynamic Reframing

Engaging in Strategic Dialogue + Developing a Scientific Program +Embracing Creative Exploration

Step 1: Engaging in Strategic Dialogue

Trying to figure out everything alone is slow and very inefficient. While individual insights happen, dynamic reframing thrives as a team sport. Strategy relies on human interaction and conversations. The core is strategic dialogue, where the team takes all their observations and interpretations, collectively building a shared understanding and discovering insights. It’s about having effective conversations based on observations and includes practices like insightful listening.

Trying to figure out complex situations alone is very inefficient, but through collective sense-making, teams can uncover insights much faster. It can even include AI as part of the conversation. This feels right—big challenges are often best solved by smart people talking it through together!

Step 2: Developing a Scientific Program

Developing a scientific program is key to dynamic reframing. This means using methods borrowed from science to systematically understand the world and your place in it. Science has been incredibly successful at revealing hidden phenomena and expanding what humans think is possible.

Dynamic reframing uses techniques like structured inquiry, critical observation, looking for anomalies, recognizing patterns, and even basic math. It’s not just random guessing; it’s a deliberate, systematic way to question your current view and look for deeper truths, operating like scientific communities working within a program. It’s betting on a proven approach to discovery.

Step 3: Embracing Creative Exploration

Expanding your possibilities fundamentally requires generating new ideas and imagining different realities. Creativity brings an essential openness to challenge assumptions, look beyond the obvious, and gather the experiences needed for new insights.
It’s the engine that drives you to rebel against the given and search beyond the surface

It helps you multiply options when you’re stuck (divergent stage) and then refine those ideas into something real (convergent stage). The magical aha moment—that sudden flash of understanding that is central to dynamic reframing—is also the core of the creative process. So, getting creative isn’t a nice-to-have; it’s a fundamental part of seeing those new possibilities.