Market of One

Reframing

Reframing is changing which comparison applies: the category, the success metric, or the problem the purchase is framed around.

Reframing changes the comparison itself, and therefore which alternative the customer regards as relevant in the first place.

Related concepts

Best Alternative
The principal alternative actually governing the customer's comparison. The one the offer is measured against.
Outperformance
Outperformance is being dramatically better on a dimension the customer already uses to compare options.
Bundling
Bundling is the arrangement of Value elements into a configuration that makes direct comparison with available alternatives difficult.
Market of One
A Market of One exists when an offer is sufficiently distinct in the customer's decision that no readily substitutable alternative provides the same relevant configuration of Value.

How this concept behaves

Qualitative relationships from the framework registry. None of these are formulas.

Reframing · changes reference frame · Best Alternative
Reframing changes the applicable comparison and therefore the reference frame.
Reframing · changes reference frame · Market of One
Reframing can produce a Market of One by changing the comparison itself, so the substitutes the customer was weighing are no longer the relevant ones. Outperformance, Reframing, Bundling and Exclusivity are the four primary mechanisms the framework recognizes; they are not claimed to be logically exhaustive.

Market of One: The Gate to Value-Based Pricing
A Market of One exists when no readily substitutable alternative provides the same relevant configuration of Value. How reducing substitutability lets Value, rather than category Price, become the basis of the customer's choice and of pricing.
Reframing
Changing which comparison applies: the category, the success metric, or the problem the purchase is framed around.

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