Framing  框架

What is framing?

• Glass half full VS. Glass half empty
• Marriage is responsibility VS. Marriage is love VS. Marriage is the death of love
• Parenting grows patience VS. Parenting fuels creativity VS.
• Language is about rules VS. Language is about communication VS. Language is about travel
• Airbnb reframed travel - Hotels framed travel as a getaway, Airbnb made it about your home away from home

Framing with Daniel Pink

1. Loss aversion 失去避免

   What will you lose, if you don’t buy this product?

2. The opportunity frame

   The opportunity cost 機會成本

   • What you need to forgo if you choose to do something else

What you can say:

• Ok, what would you like me to move around on the list if you would like me to work on this right now?
• What would you like me to postpone if I were to work on this right now.

1. The experience frame

   People mostly remember the experience of having the product and the service instead of the product itself.

   Vacation

   • The experience she had with her kids or with friends.

   Selling a TV -

   • Sit around with family and enjoy time together.

   Selling a used car -

   • Conversation with the kids and trips you made with the family.