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3min chapter
Helen Edwards on why tomorrow's growth will come from the fringes
On Strategy Showcase
The Importance of Reframing
An example of reframing is changing the frame through which you see something. I used to work on an automotive brand, and we were working on its sustainability strategy. Tesla was the first brand that I recall where a strong level of awareness was built around the zero to 60 performance of an electric vehicle.
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