By Zainab
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How I Think
Before I answer, I reframe the question.
This is the actual instinct, not a claim about it. Tap a statement to see how I’d push back on it.
“We need an event.”
You probably don't just need an event. What should people believe, know, feel, or do differently after leaving?
Tap to see the reframe
“We need a website.”
Maybe. But first: what behavior are we trying to make easier?
Tap to see the reframe
“We need better social media.”
Possibly. Or you have a positioning problem disguised as a content problem.
Tap to see the reframe
“We need young people involved.”
Then stop asking them to engage exactly like everyone before them did.
Tap to see the reframe
“We need a campaign.”
What is the behavior you actually need people to take — and what would make them care enough to do it?
Tap to see the reframe
“We need a better system.”
Before adding another tool, let's figure out where the process is actually breaking.
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Try it on your idea →
More about how I got here