Why Frameworks are Better Than Tactics
On Monday, August 12th we had not one, not two, but THREE different clients' talks drop on YouTube within hours of each other.
Carey Theil & Christine Dorchak, "How to be an activist who creates real change" at TEDxAlexanderPark.
Anne Johnston, "How to make finance beautiful" at TEDxAlexanderPark.
Nash Fung, "How to support someone without having the solution" at TEDxUofW.
And in just 7 days they achieved 19,000 views, 12,000 views, and 41,000 views respectively.
Here's what to notice: If you watch all three back to back, you will quickly realize that they are very different talks. The topics, tone, and pacing are completely different from one to the next.
One is a husband-wife duo who mostly tell stories, one plays guitar, sings, and writes on a flip-chart, and one uses magic in between practical advice.
But what if I told you that, fundamentally, they are the exact same talk?
The difference between frameworks and tactics
A framework is an overall structure built on principles. It is adaptable, offering flexibility to the user while ensuring that the core elements remain consistent.
For example, "Before, Transformation, After" is a storytelling framework. It provides structure for the story and makes sure all the critical elements are present.
On the other hand, "Tell your story in present tense" is a tactic.
Tactics are the specific actions or techniques used within a framework to achieve particular outcomes. While a framework sets the stage, tactics are the individual moves that drive results.
Absolutely every story requires a Before, Transformation, and After, but not all stories need to be told in present tense.
Tactics are medium-dependent, while frameworks are transferable
There are social media posting tactics that work on LinkedIn, but not on Instagram (or work now but stop working when the algorithm changes).
For example, long-form text-heavy posts tend to work on LinkedIn but not on Instagram. "Link in comments" is a tactic that used to work, then stopped, now seems to work again.
Meanwhile there are social media posting frameworks that work no matter which social platform and are unaffected by the algorithm, like "Problem + Solution."
Successful communication ultimately depends on both tactics and frameworks, but more often than not, it's the frameworks that do the heavy lifting.
How one framework allowed us to produce 3 radically different talks (that are each succeeding)
Every talk we work on uses the same foundational framework, which we call The Core Message Triad. It has 3 components: The Filter, The Story Hook, The Argument.
Each of these components is also, itself, a framework (cue Inception music). So let's consider The Argument Framework: Premise, Status Quo, Failure, Paradigm Shift, Proof, Success.
While each of our clients' talks were about radically different subjects — activism, finance, and empathy — and presented with different styles, they all had something in common: they each contain an Argument made up of the same 6 ingredients, starting with a premise.
The Premise of your talk is a belief, fear, want, or problem that the audience already has and is unrelated to what you, the speaker, know.
Carey & Christine: Activism
Premise: "Each of us, even the most cynical politician, has a child inside who desperately wants to do something that is genuinely good."
Anne Johnston: Finance
Premise: "Most people find finance to be overwhelming, confusing, and boring."
Nash Fung: Empathy
Premise: "Have you ever known someone that you know is going through a difficult time, but you hesitate to offer support because you don't know what to say to them, and you don't know how to solve their problem?"
When to use tactics vs frameworks
The Argument framework tells you that you must include a premise. But there are many speaking tactics that we can use to get that message across!
One tactic is to simply state it, explicitly. Another tactic is to implicitly deliver the premise via a story, like Carey & Christine. Anne delivered the premise initially by performing an original piece of music on guitar. Nash used a combination of storytelling and a magic trick.
We helped each speaker choose a tactic that fit them, their natural speaking style, and the audience they were trying to reach.
The mistake speakers make is reaching first for a tactic, i.e., "I must tell a story because I've been told to tell stories," without a framework guiding their decisions.
Always reach for frameworks first
The next time you're staring at a blank page trying to build a speech, email, presentation, blog, or piece of social content from scratch, find a framework and start there.
Frameworks provide the sturdy, reliable foundation upon which great talks are built. They ensure that your message has a clear structure, allowing you to communicate complex ideas in a way that resonates with your audience.
Tactics, on the other hand, are the tools you use to bring that structure to life. They can add color, personality, and style, making your message not just understandable, but memorable.
When you start with a solid framework, like The Core Message Triad, you give yourself the freedom to experiment with different tactics. You can try new approaches, adapt to different audiences, and even innovate in ways that make your message stand out. But without a framework, tactics can easily become disjointed or superficial, leaving your audience confused or disconnected.
The success of Carey & Christine, Anne, and Nash’s talks didn’t come from just a clever trick or a catchy story—it came from their ability to anchor their ideas in a strong, well-structured framework. And that’s what allowed them to use tactics effectively, creating talks that not only captured attention but also sparked meaningful change.
Suggested Reading
Practical Advice on Clear Communication
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Topics include:
How to book, write, and deliver TED-style talks
Clear and consistent messaging
Professional speaking
Can we agree that "thought leadership" has lost a bit of its cache? It's also rather confusing. What IS thought leadership? I don't know, but I know all true thought leaders do three things: Make assertions, make judgments, and make predictions.
The problem? When I give this advice to my clients they often feel anxious. And when I inquire, they tell me the anxiety comes from a fear of being wrong... but that’s not it. The real fear? It’s the fear of being disagreed with. Publicly.
And that's totally understandable. Disagreement can feel like an attack on your credibility, your authority, or even your identity.
But here’s the thing: there's no leadership without disagreement.