Reframing is a subtle but powerful shift in perspective that differentiates great problem solvers from the rest.
What is Reframing?
To Reframe is about viewing a problem from a different angle—changing how it’s defined, understood, and approached.
It helps you:
- Escape tunnel vision
- Uncover hidden assumptions
- Spot opportunities within constraints
In short, reframing doesn’t solve problems directly—it makes better solutions possible.
Why Reframing Matters to Leaders and Consultants
In high-stakes environments, the cost of solving the wrong problem is high:
- Executives may launch initiatives that don’t move the needle
- Consultants risk delivering irrelevant recommendations
- Entrepreneurs might pivot in the wrong direction
The ability to redefine problems creatively and strategically is what makes leadership effective—not just execution, but interpretation.
Real-World Examples of Strategic Reframing
⭐️ Netflix: From DVD Rental to Digital Entertainment
Instead of focusing on competition with Blockbuster, Netflix reframed its mission: “We’re not in the DVD business. We’re in the entertainment delivery business.”
This unlocked streaming—and a category-defining transformation.
⭐️ Dyson: From Suction Failure to Engineering Opportunity
James Dyson didn’t see poor vacuum suction as a flaw. He reframed it as a challenge of airflow engineering—resulting in over 5,000 prototypes and a billion-dollar business.
⭐️ Consulting Insight
A client says: “We need better marketing.”
A good consultant asks: “Is it really a marketing problem—or a positioning, pricing, or product issue in disguise?”
3 Reframing Techniques You Can Use
1. Ask “What’s really going on here?”
Look past surface symptoms. Use the 5 Whys method to drill deeper.
Example: High employee attrition may not be an HR issue—it could be a culture or leadership one.
2. Flip the problem into a question of opportunity
Instead of: “How do we survive declining sales?”
Ask: “How might we create new value for customers in a changing market?”
This mindset shift sparks innovation instead of defensiveness.
3. Use Opposite Thinking
Try asking:
- “What if we did the exact opposite?”
- “What if this limitation was actually a feature?”
- “What if we removed this entirely?”
This helps challenge assumptions and reveals unconventional paths forward.
When to Reframe (and When Not To)
Reframing is powerful, but not always necessary. Use it when:
✅ The problem is recurring
✅ Solutions aren’t working
✅ You sense people are stuck or frustrated
✅ Stakeholders define the problem differently
Avoid reframing when:
❌ You have clear, measurable symptoms with root causes already identified
❌ The team is aligned and momentum is strong
Final Thought: Don’t Just Solve. Rethink.
In fast-changing environments, the best leaders aren’t just solution-finders.
They’re problem-redefiners.
Before you allocate budget, launch a project, or bring in a consultant—pause.
Ask not “How do we fix this?”
Ask “Is this the right problem to solve?”
That one question could unlock everything.