Infuse design thinking and innovation into your day-to-day work. Creating new value and tackling big problems isn’t contingent on a prescribed sequence or linear design process. It’s about maintaining a core set of principles that create the foundation for a flexible, behavioral methodology to tackle any situation. Question and Reframe is about challenging assumptions to open up new possibilities.

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QUESTION and REFRAME
Challenging assumptions to open up new possibilities
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2. “If everyone is thinking alike,
then somebody isn’t thinking.”
G E O R G E S . P A T O N

3. Question and Reframe

4. Copyright © 2017 Salesforce 4

5. Copyright © 2017 Salesforce 5$99-a-month service, http://www.businessinsider.com/rent-the-runway-unlimited-review-2015-11

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$ 1 . 6 B I L L I O N
A C Q .
6
Significant economic value is created
from questioning and reframing
$ 2 0 B I L L I O N $ 2 0 B I L L I O N $ 5 , 0 0 0
P E R S Q . F T.
$ 1 8 B I L L I O N

7. We aren’t well positioned to
challenge the status quo

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You have an established
way of seeing things
M E N T A L M O D E L
Internal information structure
formed from past experience
and available information

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O P E R A T I O N S
You are already operating
a large organizations based
on how things work
I N C E N T I V E S
People are rewarded to
maintain and improve
the operation
C O N V E N T I O N S
Every organization is
defined by assumptions,
conventions and “they
way things work”
1 2 3
Organizations are set-up
to work a certain way

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O
P
E
R
A
T
IO
N
S
IN
V
E
S
TM
E
N
T
Industry conventions
are strong
S
T
R
A
T
E
G
Y

11. What shared beliefs might
your organization have?

12. You can intentionally
change the way you
see things

13. Question + Reframe
Shift the way we think
about the problem
Challenge our basic
assumptions and constraints

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S O F T W A R E I S A
P R O D U C T T H A T
I S S O L D T O
E N T E R P R I S E S

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Begin by identifying your assumptions
S O F T W A R E I S A
P R O D U C T T H A T
I S S O L D T O
E N T E R P R I S E S
Software is a consumable product
People want to own their software
The units are packages or suites

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Directly question the assumptions
Does it have to be purchased?
What value is associated with ownership?
What if you could access just want you needed?
Software is a consumable product
People want to own their software
The units are packages or suites
S O F T W A R E I S A
P R O D U C T T H A T
I S S O L D T O
E N T E R P R I S E S

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W H A T I F …Challenging the
status quo opens
up possibilities
Software was rented
Instead of suites, programs
broke down into functions
Customers could create their
own modifications

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A reframe is a statement that
defines the problem space in a
new way.
The new positioning clarifies the
opportunity, and allows you to
imagine new possibilities.

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A new position
W E U S E D T O T H I N K
It was important to own
software
N O W W E B E L I E V E
Software should be a service,
not product

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Big reframes have lasting
impacts, and open up many
new opportunities
It’s not about ownership of
music, but access
subscription-based
services
“PARADIGM SHIFT”

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RESEARCH SCOPE
The “customer” isn’t the
purchaser but the one
experiencing the product
DAILY ACTIVITIES
Meetings shouldn’t be
about communication,
but collaboration
ENVIRONMENT
The most collaborative
spaces—kitchens, tables—
should be the primary
work spaces
Reframes can also happen at a smaller
scale and impact day-to-day work

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Continually challenge
assumptions to identify
new opportunities
A S S U M P T I O N S
A renewed subscription
means a customer is
satisfied
Q U E S T I O N
What are the decision
factors that drive a
renewal or cancellation?
O P P O R T U N I T Y
Customers value
efficiency more than
flexibility
TIP #1

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Simple shifts in approach
can lead to seeing things
in new ways
What trends do you dismiss?
What is your company’s
success based on?
What value do you provide
customers?
What are the “truths”?
TIP #2

24. Thank you!
L e a r n m o r e
s a l e s f o r c e . c o m / w o r k d i f f e r e n t l y
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