Framework Gallery

Select the framework that you want to use for your product

“Rule and Exception” framework.

You can use it for anything that wants to feel special, iconic or worth breaking a norm for.

Examples:
“Everyone says [rule].”

“Normally, [doing X] is [bad / awkward / hard].”

“In most places, [behavior] is not OK.”

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“The Anti-Quote Hook” framework.

You can use it for any product or service

So the pattern is:

Put a bold, fake positive quote about a pain.

Call it out as something nobody would actually say.

Let your product appear as the answer to that pain.

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“The Hard Way vs Smart Way Layout” Framework

Use this when your product is a lever that makes a result easier, cheaper, or more predictable.

The pattern is:

“Want to [outcome]?”

“[Outcome]:”

And 2 “doors.” : Hard Way / Smart Way.

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“Good Without the Bad” framework.

You can use it for any product or service

Examples:
“[Good thing] that doesn’t / won’t / doesn’t have to [tax].”

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“Big Number vs Small Number” framework.

You can use it anywhere money or effort is a barrier.

Examples:
“It usually costs [Big Number] to [do outcome].
With [Brand], you can [do outcome] from [Small Number].”

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“The Problem Stack Split-Screen” Framework

Use this when your product solves a small cluster of pains and you want to position it as the simple answer.

Pattern:
Stack the pains → spotlight the one fix.

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