Broad Framing
Broad-Framing is Technique
The material shared here comes directly from Broad-Framing Whiteboard Sessions with clients.
Broad-Framing is an original creative-leadership technique born from fluency in systems theory combined with decades of experience across pharmaceutical, retail pharmacy, provider, payer, and health-tech markets.
Its core insight is simple:
Most of the time, we’re asking the wrong questions, or asking them inside the wrong framework. Solving the riddle of the American healthcare economy requires a narrative turn: new words that unlock new industry narratives, repositioning where power sits and how value is produced.
Broad-Framing shifts the center of gravity for competition and creativity. It offers a roadmap to the next hundred billion in growth by deliberately reorganizing markets into new economic systems (“ecosystems”) that can be shaped, governed, and managed as a single organism.
Roughly — and simply — like this.
Have You Reached Peak Brand?
Change comes in three wavelengths. There are changes to the game, changes in the rules of the game, and changes in how the rules are changed.
The world is flailing to find Strategic Fit to the latter.
The question for every brand -- personal, product, business, market, industry, political party, government, city -- is this:
How do you know when you've reached Peak Brand, that you've stayed too long at the fair?
Crafting a Frontier Narrative
Audacious projects like the Great Pyramids, the Hoover Dam, a moon landing — or, for that matter, building gigantic data centers in outer space — don’t just happen by accident. Someone had to imagine them (the vision thing) and then create a narrative that brought (sold) that vision to life, that inspired others to get out there and make them real.
That process starts with a different technique to see and think and do big stuff.
The Missing Loop
Most of the infinitely-expanding galaxy of technology services vendors are struggling with the strategic physics, pitching LLMs that look and think like a rehash, if for no other reason than they’re based on internet (and, in the case of healthcare, retrospective claims) data that has already been scraped, cleaned, retrained and resold over and over again to death.
That’s why new releases feel flat. There’s little new for these models to learn because they’ve already eaten the internet. Now they’re starving on themselves.
At a system-level, Sam has a Missing Loop Problem.
When You Say “The Market”?
Many management teams miss or misunderstand the conjuring part of market innovation:
Markets are less ‘out there’ in the ether somewhere, but constructed deliberately, sparked by different words to think different thoughts, to lead with unique industry narratives.
The end state is/are a unique economic system (“ecosystem”) that becomes a control point, a way to displace an embedded economic network.
New Market Narratives Start Here
Strategic Atrophy is the loop of old concepts that keeps so much pharma (and technology) investment from sparking fresh growth. The way to break that ‘center of narrative gravity’ is with a different ignition point, new words and new concepts to power better story performance.
From a series of leadership white board sessions, made available here for a limited time.
Big Market Innovation
Strategy at a system level is a rich vein to mine for originality, a unique ‘large language model’ in its own right that can work out new problems and propose new solutions….in one slide.
Our growing portfolio of use cases is available here.
HOW TO SAVE UNITEDHEALTHCARE
Preventing strategic collapse
HOW TO MAKE EXPRESS SCRIPTS IRRELEVANT
Everyone is vulnerable
HOW TO MAKE $162 BILLION FROM “MALARIA” — A MODERN STRATEGY STORY
It’s all about dealmaking. Differently.
HOW TO SOLVE “MEDICATION ADHERENCE”
Legacy narratives overpower
HOW TO “FIX” HEALTHCARE
Everything in strategy is simple
How to Craft a Modern Strategy Story: An Introduction to Broad-Framing
The Blue Spoon method for creative leadership. There’s a lot to learn from Quentin Tarantino
SOLVING FOR ‘STRATEGIC ATROPHY’
Healthcare is defined by a sea of sameness on a staggering scale. Here’s how to break free from the mind rubble with original ideas (20 slides)
$35,000
Ecosystem Concepts
The Rough Mixes — Blue Spoon’s Portfolio of New Ecosystem Concepts
A NEW SYSTEM OF MARKETS IN CARDIOMETABOLIC HEALTH
The ‘rough mix’ of markets positioned here can be combined into an ecosystem with annual revenue of $440 billion
$325,000
A NEW SYSTEM OF MARKETS IN MALARIA
Here’s how to make $162 billion from “malaria” — it’s all about dealmaking. Differently.
For a limited time, this ecosystem concept will be “open access’ and available for download without charge above.
A NEW SYSTEM OF MARKETS IN ALZHEIMER’S
The ‘rough mix’ of markets positioned here can be combined into an ecosystem with annual revenue of $860 billion
$325,000
Executive Briefing Notes
Our executive briefing notes can help navigate the transition space to a new era.
HARNESSING THE CARNIVAL: STRATEGY FOR ‘MARKET INTEROPERABILITY’
Roadmaps to the next hundred billion in growth from the largest and most lucrative market on Earth don’t start with “data interoperability” to enable big tech visions. They start with ‘market interoperability’ to invent better economic systems (“ecosystems”).
$2,500
THE KEYSTONE ADVANTAGE IN PHARMA
Commercial model innovation in the pharmaceutical industry should “work” differently. It’s about constructing new market power to shift the center-of-gravity for competition.
$4,500
Hardcore Zen
To help customers who have purchased this content understand broad-framing as a technique, as well as the large pools of value and opportunities it creates, Blue Spoon offers 30-minute ‘activation conversations’ for an additional $4,500.
