Framing trees are a tool to map the questions you need to ask before making a decision.
Where a decision tree helps you evaluate defined choices and outcomes, a framing tree helps you slow down and clarify the problem space itself. It breaks a big, messy challenge into smaller, clearer framing questions, so the team can align on what matters most before jumping to solutions.
Example:
Main challenge: “Should we enter a new market?”
--> “Are we solving for short-term revenue or long-term positioning?”
--> “If it’s short-term revenue, which region is fastest to activate?”
--> “What’s our biggest constraint—product readiness or GTM motion?”
--> “If GTM, is it a messaging issue or channel limitation?”
--> “Do we test via partnerships, resellers, or direct channels?”
It’s recursive, you can keep branching until the fog lifts and you see where alignment or deeper research is needed. The goal isn’t to list solutions, it’s to map the questions behind the decision.
Framing trees are especially useful when strategy debates loop, people talk past each other, or the team is acting without clarity. They shift the energy from opinions to shared inquiry.
Nice! How do framing trees work?
Great question, Kevin.
Framing trees are a tool to map the questions you need to ask before making a decision.
Where a decision tree helps you evaluate defined choices and outcomes, a framing tree helps you slow down and clarify the problem space itself. It breaks a big, messy challenge into smaller, clearer framing questions, so the team can align on what matters most before jumping to solutions.
Example:
Main challenge: “Should we enter a new market?”
--> “Are we solving for short-term revenue or long-term positioning?”
--> “If it’s short-term revenue, which region is fastest to activate?”
--> “What’s our biggest constraint—product readiness or GTM motion?”
--> “If GTM, is it a messaging issue or channel limitation?”
--> “Do we test via partnerships, resellers, or direct channels?”
It’s recursive, you can keep branching until the fog lifts and you see where alignment or deeper research is needed. The goal isn’t to list solutions, it’s to map the questions behind the decision.
Framing trees are especially useful when strategy debates loop, people talk past each other, or the team is acting without clarity. They shift the energy from opinions to shared inquiry.
I love that. So powerful! Do you have a piece of software that's well suited to organize this?