The Elephant in the Room: The Art of Framing in Marketing

Imagine having the power to shape reality, to influence decisions with a few well-chosen words. This isn’t the stuff of magic or fiction; it’s the everyday craft of marketing. At the heart of this craft lies the profound concept of “framing” and “reframing”—a technique that can transform the ordinary into the extraordinary, and shift perceptions in ways that deeply impact decision-making.

In the world of marketing, perception is everything. How we present our products, our services, and even ourselves can make all the difference in the decisions people make. This is the essence of “framing” and “reframing”—a concept that has profound implications for anyone in a leadership position, whether you’re a CEO, CMO, business owner, or marketing professional.

To illustrate this, let’s take a step back and consider a fascinating perspective from an ancient religion: Jainism. Jainism, a faith that predates Christianity, offers a unique viewpoint on the nature of truth. One of its core teachings is that all truth is relative; the limitations of human beings mean that no one can ever know the whole truth about anything. We each see only a part of the picture, coloured by our experiences and perspectives.

This idea is beautifully illustrated by the parable of the five blind men encountering an elephant. Each man feels a different part of the elephant and describes it based on his limited experience: one feels the side and thinks it’s a wall; another feels the trunk and thinks it’s a snake; the third feels a leg and thinks it’s a tree; the fourth feels a tusk and thinks it’s a spear; the fifth feels the tail and thinks it’s a rope. None of them are completely wrong, but neither are they completely right. Each has a piece of the truth, but not the whole truth.

This parable serves as a powerful metaphor for how we, as humans, often mistake our limited perspective for the whole picture. In marketing, this can have significant consequences. Understanding this concept is the first step toward mastering the art of framing and reframing—a skill that can influence decisions and shape outcomes in profound ways.

The idea that our perception shapes our reality is not just ancient wisdom; it’s also a well-studied phenomenon in modern psychology. Nobel Prize-winning psychologist Daniel Kahneman has done extensive research on this topic, showing just how powerful framing can be in influencing human decision-making.

Kahneman conducted an experiment that vividly demonstrates the impact of framing. He asked participants to imagine an outbreak of a disease that was expected to kill 600 people. He then presented them with two different scenarios, offering the same choices but framed in different ways.

In the first scenario, the participants were given the following options:

? Option A: 200 people will definitely be saved.

? Option B: There is a 1/3 probability that all 600 people will be saved, and a 2/3 probability that no one will be saved.

When presented this way, 75% of people chose Option A, preferring the certainty of saving 200 lives over the gamble of saving all 600.

For the second group, Kahneman framed the options differently:

? Option C: 400 people will definitely die.

? Option D: There is a 1/3 probability that no one will die, and a 2/3 probability that everyone will die.

In this framing, 75% of people chose Option D, opting for the gamble over the certainty of losing 400 lives.

What’s striking here is that Options A and C are identical in their outcomes, as are Options B and D. The difference lies solely in how the choices are presented. By reframing the identical facts, Kahneman was able to reverse people’s preferences completely.

This experiment underscores a crucial lesson for anyone involved in marketing or decision-making: how you frame information can fundamentally alter people’s perceptions and choices. It’s not just about what you say, but how you say it.

While Kahneman’s research highlights the power of framing, marketing super star Seth Godin adds another layer to our understanding with what he calls the “compared to what?” syndrome. This concept dives deeper into how our choices are influenced by the context in which they are made.

Imagine you’re holding a glass of water. Is it half-empty or half-full? Your answer might depend on whether the person next to you has a full glass or an empty one. If their glass is full, yours seems half-empty. If theirs is empty, yours feels half-full. This simple example illustrates how we live in a constant state of comparison, often without even realising it.

In the realm of marketing, this principle is crucial. The context in which a product or service is presented can significantly influence how it is perceived. For instance, consider the classic case of premium pricing. A product priced at $100 might seem expensive on its own. However, if it’s placed next to a similar product priced at $200, the $100 item suddenly seems like a bargain. This is because our minds are wired to make sense of the world through comparisons.

Godin’s insights teach us that to effectively frame and reframe our offerings, we need to carefully consider the context we create. It’s not just about the features or benefits of our product, but also about the environment in which it’s positioned. Are we presenting it alongside higher-priced competitors to make it look more attractive? Are we showcasing its unique benefits in a way that stands out from the crowd?

Understanding the “compared to what?” syndrome helps us realise that our audience is constantly comparing and contrasting, even when they aren’t consciously aware of it. By controlling the context, we can guide these comparisons in a way that highlights the strengths of our product or service.

Drawing from the wisdom of Jainism, the scientific insights of Daniel Kahneman, and the practical advice of Seth Godin, we see that the way we present information is as crucial as the information itself. As CEOs, CMOs, business owners, and marketing professionals, the challenge is to always be aware of the frames we use and the contexts we create.

So, the next time you’re crafting a marketing message or developing a campaign, remember the elephant and the blind men. Each perspective holds a piece of the truth. Your task is to frame and reframe those pieces into a compelling narrative that captures the whole picture, guiding your audience to the insights and decisions that matter most.