What We Do
- Cultural StrategyServices That Help Leaders Translate Insights From The Business Problem Into A Single Strategy For Their Inclusive Change and Growth Ambition.
- Inclusive Customer Experience Design StrategyServices For Leaders Who Desire A Modern Customer Experience Design Based On Cultural Insights Throughout The Customer Journey.
- Inclusive Customer Experience Design PlanServices For Leaders Who Desire A Fully Integrated Inclusive Go-To-Market Plan That Shifts Customer Attitudes and Behaviors.
- Inclusive Employee Experience Design StrategyServices For Leaders Who Desire A Modern Employee Experience Design Based On Cultural Insights From On-Boarding To Exit.
- Inclusive Employee Experience Design PlanServices For Leaders Who Desire A Fully Integrated and Inclusive Employee Experience Plan That Shifts Employees Attitudes and Behaviors.
- The Reframe Movement Brief™Services That Provide A Modern Definition Of The Call – To – Action That Is Rooted In Community Building, The Brand Purpose and Why.
- Reframe SoftwarePowered by AI and ML, A Personal Assistant With Tools That Operationalize Inclusive Change & Growth.
- Measurement and Effectiveness StrategyServices That Evaluate Inclusive Growth and Change Against The Business Priorities Throughout The Customer and Employee Lifecycle.
What We Think
- Thought LeadershipE-books, Books and Guides To Help Leaders Accelerate Inclusive Change and Growth.
- Case StudiesExamples of How Reframe Helped Leaders Accelerate Inclusive Change and Growth At Scale.
- The Change Blog by Reframe™Read and Listen to Stories About Leaders Who Are Accelerating Inclusive Change and Growth.
- The Change Podcast by Reframe™Watch and Listen To Stories About Leaders Who Are Accelerating Inclusive Change and Growth.
- The Change Salon by Reframe™A Change Learning Experience For A Curated Group of Leaders Who Want To Discuss How to Accelerate Inclusive Change and Growth At Scale While Sharing Best Practices.
- The Change Summit by Reframe™A Two Day Change Learning Experience For Leaders Who Want To Learn How To Build More Inclusive Experiences At Scale Using the Reframe Change Operating System.
- The Change Accelerator by Reframe ™A 6 - 12 Week Change Learning Experience For Leaders Who Want To Learn How To Build More Inclusive Experiences At Scale Using The Reframe Change Operating System.
Who We Are
- Our TeamOur Team and Advisors Are Mission Driven Focused On Solving For A Decades Old Problem.
- Our HistoryFounded in 2015, Reframe Developed An Innovative Change Approach With F500 Partners At Every Stage of Development.
- Press HighlightsNews About How Reframe Helped Leaders Build The Most Inclusive Experiences At Scale.
- Media RelationsMedia Resources That Support The Brand and Our Ambition To Help Leaders Build The Most Inclusive Experiences At Scale.
Contact Us

What We Do
- Cultural StrategyServices That Help Leaders Translate Insights From The Business Problem Into A Single Strategy For Their Inclusive Change and Growth Ambition.
- Inclusive Customer Experience Design StrategyService For Leaders Who Desire A Modern Customer Experience Design Based On Culturally Inclusive Insights Throughout The Customer Journey.
- Inclusive Customer Experience Design PlanServices For Leaders Who Desire A Fully Integrated Inclusive Go-To-Market Plan That Shift Customer’s Attitudes and Behaviors.
- Inclusive Employee Experience Design StrategyServices For Leaders Who Desire A Modern Employee Experience Design Based On Culturally Inclusive Insights From On-Boarding To Exit.
- Inclusive Employee Experience Design PlanServices For Leaders Who Desire A Fully Integrated and Inclusive Employee Experience Plan That Shifts Employees Attitudes and Behaviors.
- The Reframe Movement Brief™Services That Provide A Modern Definition Of The Call – To – Action That Is Rooted In Community Building, The Brand Purpose and Why.
- Reframe SoftwareIn Partnership With Reframe AI Technologies, Software To Help Scale and Operationalize Your Inclusive Experience Design Plan.
- Measurement and Effectiveness StrategyServices That Evaluate Marketplace Growth and Workplace Change Against The Business Priorities Throughout The Customer and Employee Lifecycle.
What We Think
- Thought LeadershipE-books, Books and Guides To Help Leaders Accelerate Inclusive Change and Growth At Scale.
- Case StudiesExamples Of How Reframe Helped Leaders Accelerate Inclusive Change and Growth At Scale.
- The Change Blog by Reframe™Read and Listen To Stories About Leaders Who Are Accelerating Inclusive Change and Growth At Scale.
- The Change Podcast by Reframe™Watch and Listen To Stories About Leaders Who Are Accelerating Inclusive Change and Growth At Scale.
- The Change Salon by Reframe™A Change Learning Experience For A Curated Group of Leaders Who Want To Discuss How to Accelerate Inclusive Change and Growth At Scale While Sharing Best Practices.
- The Change Summit by Reframe™A Two Day Change Learning Experience for Leaders Who Want To Learn How To Build More Inclusive Experiences at Scale Using the Reframe Change Operating System.
- The Change Accelerator by Reframe™A 6 - 12 Week Change Learning Experience For Leaders Who Want To Learn How To Build More Inclusive Experiences At Scale Using The Reframe Change Operating System.
Who We Are
- Our TeamOur Team and Advisors Are Mission Driven Focused On Solving For A Decades Old Problem.
- Our HistoryFounded in 2015, Reframe Developed An Innovative Change Approach With F500 Partners At Every Stage of Development.
- Press HighlightsNews About How Reframe Helped Leaders Build The Most Inclusive Experiences At Scale.
- Media RelationsMedia Resources That Support The Brand and Our Ambition To Help Leaders Build The Most Inclusive Experiences At Scale.
Contact Us

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Half Way Through Season One Of The Change Podcast by Reframe, What Are The Lessons?

By Reframe Staff

April 26, 2025

This is part one of a two of our newsletter series where we summarize inclusive leadership lessons for helping leaders solve a decades old problem as discussed in season one of The Change Podcast by Reframe.

Season one of the Change Podcast by Reframe theme is a bit of a “revisionist history.” Throughout six interviews, we go back 10 years and revisit the making of the book Reframe The Marketplace: The Total Market Approach To Reaching The New Majority. The interviews are filled with reflection and the one question we ask each guest: What’s Changed?

When writing and making the book, the original intent was to solve for the old marketing and communications industry approach to selling and buying agency services under the idea of “general market” and “multicultural”. The book introduces a pioneering and innovative change management approach to solving the problem. Every single year corporate America buys more than half a trillion dollars of marketing services based on a dated approach.

Reframe The Marketplace: Total Market Approach To Reaching The New Majority is a “how to” book that goes beyond the traditional “general market” and “multicultural” marketing services approach. It is for leaders who want to pursue the Total Market Approach where corporate America buys services that solve the business problem for the total addressable market.

In every episode, through interviews we ask about operationalizing the change that reflects the total addressable market. Why is this important? Because for the first time in human history, what was once the minority population is now becoming the New Majority population. What that means for corporate America is to not only accelerate change but also make the shift in an inclusive way.

Before sharing the inclusive leadership lessons below it is important to define what inclusive leadership is and is not: Inclusive leadership is a style that actively encourages diverse perspectives and backgrounds, creating a workplace and marketplace where everyone feels valued and supported.

INCLUSIVE LEADERSHIP LESSON #1:

To Make Change Sustainable, It Must Be Done From The Inside, Out.

Operationalizing change from the outside, in usually safeguards the tenure of leaders and can come across as progress to others outside of the organization. However, it does not change the organizational structures and systems required. Building an inclusive organization means a re-evaluation of every stage of the employee or customer journey to make sure experiences are intentionally designed to be inclusive for everyone.

INCLUSIVE LEADERSHIP LESSON #2:

Lead With Science and Insights: Data Science, Social Science and Cultural Insights.

Historically, leadership has not always been inclusive. There are a lot of leadership books out there and many do not talk about the science of leading teams. Social science examines human societies, cultures, and behaviors. Within the context of social science is the study of cultures, attitudes and behaviors. Although there are a lot of conversations around race, ethnicity and identity based outcomes within the workplace and marketplace, most organizations know more about their customers culturally than they do about their employees. In episode three of the podcast, Charles McKittrick and I talk about starting the first cultural agency while at Ogilvy, appropriately called OgilvyCULTURE.

Over the course of multiple client engagements, there was often a lack of addressable data inclusive of all audience segments. In order to enable inclusive change, leaders have to start with making sure the data they sources reflects the total addressable audience you are being asked to serve. Once you have the data, you can use the science to glean cultural insights that drive impact!

INCLUSIVE LEADERSHIP LESSON #3:

Change Is Not An All Or Nothing Proposition, Not Every Organization Is Ready For The Change Required.

Industries are slow to change, organizations are slow to change and individuals are slow to change. Very few people like the idea of changing something that is not always “broken” operationally. What that means when making the business case for why change is required, you have to present the opportunity cost for not changing fast enough.

What we’ve seen time after time, especially with consumer brands is the idea of “base” consumers. Usually a cluster of consumers whether it be demographically or psychographically built the brand. Shifting to an emerging or new audience usually translates as risk for leaders. What if leaders had the ability to understand their level of change readiness and had a way of pinpointing where they can start the change transformation and begin building inclusive experiences that reflect the total addressable audience?

Throughout season one of the Change Podcast by Reframe, we revisit lessons learned, implications for moving the industry forward and discuss what’s changed since the publishing award winning Wiley published book Reframe The Marketplace: The Total Market Approach To Reaching The New Majority. In the next newsletter, we will cover three additional leadership lessons based on season one, episodes four through six.

If you like this newsletter, please SUBSCRIBE and buy Reframe The Marketplace: The Total Market Approach To The New Majority here. Listen to season one of the Change Podcast by Reframe here. Watch season one of the Change Podcast by Reframe here.

Jeffrey L. Bowman is the CEO and founder of Reframe Inc. He is an inventor and pioneer of a change operating system and inclusive experience design approach that helps leaders accelerate inclusive change and growth at scale using Reframe AI and Reframe Consulting Services. To learn more, contact us: https://getreframe.com/contact/

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