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Insight

Deal framing: the work before the work.

Most initiatives don’t stall because the team can’t execute. They hit barriers and roadblocks because the initiative was never framed clearly enough to execute.

Deal framing is the discipline of turning early interest (or internal urgency) into a structured initiative with clear stakes, owners, and success measures.

A practical framing checklist:

  • What is the decision we’re trying to make?
  • What changes when we’re successful (in measurable terms)?
  • Who owns the outcome, and who can block it?
  • What must be true for adoption to happen?
  • What are we not doing (scope boundaries)?

When this is done well and effectively, execution becomes a sequence of decisions and repeatable behaviours, not a series of meetings.

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