FRAMESTORMING: HOW A SIMPLE FOCUS SHIFT SAVED T-MOBILE

Summary from the TLDR Marketing newsletter

T-Mobile almost failed because it focused too much on copying competitors. Its team used “framestorming” to identify the right problem to solve and took its market share from 10% to almost 30%. Framestorming encourages you to actively reframe a question and challenge its assumptions before jumping into solution mode.