This technique involves asking the question in a different way, so that more options and ideas can be discovered. Very often the question is asked in a ‘narrow’ way, which results in blinkered or restricted thinking. For example we could ask:
“What can we do to ensure that customers enjoy the theatre performance?”
… or we could reframe the question in a broader way:
“What can we do to ensure that our customers have a great evening out?”
Reframing the question in this way will help to generate more ideas about customer service improvements.


This video is a free extract from an online video-based course and toolkit: “COVID-19 Business Strategies: Creativity, Diversification and Transformation” (link…)