Reframe the Question
Asking the same thing differently opens up perspectives
The first step towards a great answer is to reframe the question.
By Tom & David Kelley in their book Creative Confidence
Reframing is a very underrated tool in any business.
I'm not joking. This is what I did with one of my companies, Happy Beginnings.
My dad asked the question, "How can we make wedding invitations better?", but I reframed it as, "How can we ensure effective walk-ins?"
Effective walk-ins simply means reducing the time a customer spends before making a purchase.
Don't get me wrong. We didn't use any tips and tricks here.
We uploaded our entire collection of 1000 invites online so that when people come in, they can physically see the few invites they've previously screenshotted.
Instead of spending more than 4 hours at a store with 10 plus family members, arguing and fighting, customers now spend less than an hour finalizing the invites.
They still fight, but not in front of us 😂
Even though we have an e-commerce store, the sale still happens offline.
Reframing the question led us to building India's first-ever proper wedding invitation e-commerce store.