5 articles in this category
In a typical strategy meeting, someone suggests we 'speak directly to our target audience.' Everyone nods. But what does that mean when the audience a...
Expert decisions are rarely as objective as they seem. Beneath every choice lies a hidden framing—a set of cognitive structures, prior experiences, an...
Anyone can slap a persona label on a slide deck. The real work begins when you realize that "decision-maker aged 35–50" tells you nothing ab...
When you are trying to shift opinion inside a hostile frame—an audience that distrusts your source or the topic itself is emotionally charged—standard...
When your audience includes both seasoned practitioners and decision-makers who need the big picture, a single narrative frame often fails one group o...