Reframes build a worldview

A collection of reframes give you a new way to view the world. Good examples: Elon Musk, Naval Ravikant, Seth Godin, Warren Buffett, Tony Robbins… but also Hubspot, Apple, Microsoft or Salesforce, as well as Trump and Bernie Sanders, the world’s religions, philosophical schools like Stoicism, or the Effective Altruism movement.

Each offers a clear path to solve a complex question about the world around us. When you choose to view the world through their lens, you might end up purchasing products that go along with the worldview. Sell a worldview, and the product sales will follow.


  • Identify the core values of your worldview: Understand the principles that define your brand's perspective or the perspective you want to promote. These principles will help you create a consistent message that resonates with your target audience.
  • Use storytelling to communicate your worldview: People are more likely to remember and engage with stories than with facts or statistics. Use stories that illustrate your worldview and show how it solves problems or leads to success.
  • Offer a clear path to success: Your worldview should provide practical guidance for people to follow. Show your audience how adopting your worldview can lead to tangible benefits in their lives or businesses.
  • Be consistent in your messaging: Reinforce your worldview through all your marketing channels and touchpoints. This includes your website, social media, content marketing, and even customer service interactions.
  • Address objections and misconceptions: Be prepared to address any doubts or concerns your audience may have about your worldview. Offer evidence, testimonials, or case studies to show the effectiveness of your perspective.
  • Highlight the shortcomings of alternative worldviews: Demonstrate the limitations of other perspectives to emphasise the value of your own. This can be done respectfully and thoughtfully, without resorting to attacks or negativity.
  • Build a community around your worldview: Encourage your audience to connect with like-minded individuals who share your perspective. This can be done through online forums, social media groups, or in-person events. A strong community can help reinforce your message and create loyal advocates.

In Practice

Apple is a prime example of a company that has successfully built a worldview around its brand. Apple's worldview revolves around innovation, simplicity, and superior design. Through powerful storytelling and consistent messaging, Apple has created a loyal following of customers who eagerly anticipate new product releases and are willing to pay premium prices for Apple products.

Apple's marketing campaigns often highlight the shortcomings of competing products, subtly emphasising the superiority of Apple's offerings. Apple has also fostered a sense of community among its users, with many customers identifying as "Apple fans" and engaging in online forums and social media groups dedicated to the brand.

By building a strong worldview around its brand, Apple has managed to create a powerful marketing advantage that keeps customers coming back for more and attracts new customers who want to be part of the Apple experience.

Pair with

  • Simon Sinek: Start With Why
  • Seth Godin: Tribes
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