“The scientists who devised it had been briefed to come up with an effective cold and flu medicine: they succeeded, but with one problematic side effect – the formulation led to severe drowsiness. Despairingly, they were at the point of starting again when an alchemist from the marketing department came up with an idea. ‘**If we position the product as a night-time cold and flu remedy, the drowsiness isn’t a problem – it’s a selling point**. It will not only minimise your cold and flu symptoms, but it will help you sleep through them too.’ Night Nurse was born: a masterclass in the magic of reframing. --- **Tags** -- , [[quotes]], [[framing]] , [[story-bias]] , [[counter-intuitive-thinking]] , [[innovation]] **Source** -- [[202407221554 - B - Alchemy]]