A frame for innovative new use cases: things that you are "not not" going to do.
- That is, things that once they exist are obviously better.
- An example: people needing to cross a river to get to work.
- One option: swim across.
- Another option: trek down to a shallow part of the river to cross.
- Once a bridge is built, everyone would not not just use the bridge… it would be unthinkable to do it the other other way.
- This frame also comes from The Heart of Innovation.
- The "not not" frame helps clarify indirect value.
- Most other frames focus only on direct value.