Decision Framing Toolkit for Founders, Execs, and Managers

Astro Teller, captain of moonshots at Alphabet’s X (formerly Google X), says:

It’s often easier to make something 10 times better than it is to make it 10 percent better…. Because when you’re working to make things 10 percent better, you inevitably focus on the existing tools and assumptions…

One such tool is your decision frame – or how you see the problem you want to solve. Look at it the same old way and you’ll have to grind it out to find that sliver of improvement. Change the way you look at it and you may see something few have. 

In the 1950s and 60s, Pepsi struggled to replicate Coca-Cola’s iconic hourglass bottle shape (and its market dominance) until they decided to look at bigger bottle sizes – a move that brought them unchallenged market share for several years. 

If you’re a manager, an executive, a founder, a decision-maker, your most powerful skill is picking winning decision frames. This toolkit is all about that. 

Using real business examples across industries, this toolkit explains why we suffer from frame blindness, shows how to find our blind spots, and offers ways to build new and winning frames.