At three Michelin-starred Osteria Francescana, a sous chef accidentally dropped a lemon tart before serving it. All he saw was failure, but the head chef, Massimo Bottura, saw an opportunity. He used it create a new dessert called ‘Oops I dropped the lemon tart’ – a tart served upside down and smashed, which “pokes fun at our daily striving for perfection and pristine beauty.”
Framing effects
Value is a matter of perspective.
Samsung’s new product enabled customers to display artwork or photos when it wasn’t in use, reframing it from an item that took up unnecessary space to a key part of the decor. Suddenly, the conversation was around what you want to display in your living room, rather than the maximum TV size you found acceptable.
A fun nostalgia trip? Or a year long surveillance campaign?
1) Increase spend from $178 billion to $250 billion over six years
2) Increase spend by 6.4% a year, every year, for six years
3) Increase spend from $4,700 per person per year to $6,200 per person per year
Mathematically they’re all the same, but when pollster Frank Luntz tested them the third option was by far the most popular – people want to understand the individual benefit from government policies.