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Jeffrey Bowman is the co-founder and CEO of Reframe. Through Reframe, Jeffrey is helping companies around the world to build an environment that understands their employees as well as their customers. This has become an increasingly important issue as the global workforce diversifies and many jobs move from a daily drive to the office to working from home, which these days can be almost anywhere. In fact, as Elon Musk\\u2019s satellite wi-fi system Starlink expands, people will be able to work from almost literally anywhere on the planet.\\xa0

Naturally, as a company\\u2019s employees spread out geographically, they also diversify culturally. While the different perspectives and modes of thought that come with that can be a great benefit to a company, there are also some hurdles to be cleared. It is often the case that people from different cultures have a hard time relating to and understanding each other. Put that together with the fact these employees aren\\u2019t working in proximity to each other, and might actually be on the other side of an ocean, it can be hard to build unit cohesion. These two problems, companies often not really understanding their own employees and the need to better manage a global workforce are what led to the creation of Reframe.\\xa0

Why the name Reframe? A lot of people use the word \\u201creimagine\\u201d to get people to start thinking of ways to solve a problem. The issue is that it results in just another way of looking at a problem. If you reframe the same problem you actually change the structure of the problem. Think of the way Alexander solved the Gordian Knot. Instead of trying to figure out how to undo it, he reframed it and cut it straight down the middle with his sword. Problem solved.\\xa0

It isn\\u2019t only the globalization of the workforce. It\\u2019s the fact that historic minorities are both growing in the general population and also working their way through and up the workforce. With that comes more and different cultures interacting with each other that will gradually change the culture in all of these companies. Reframing how these companies handle this is not just a nice and inclusive thing to do, it\\u2019s necessary. It will make for a happier workforce and a workforce that is actually retained, rather than being dissatisfied and moving on to something else.\\xa0

The other aspect Reframe sought to\\u2026reframe was the software experience. Too many businesses use multiple apps to manage their work. Slack, Microsoft, Zoom, Skype, there are just too many different programs all with their own logins. Not only is this inefficient, it\\u2019s frustrating and keeps your workforce compartmentalized. Reframe set about creating new apps that would act as a hub, allowing people to have just one login for all of their work related activities.\\xa0

Jeffrey uses the example of Nike as a brand that seems to be heading in the right direction. Everyone knows Nike spent most of its time using established athletes in the major sports to advertise for it, which of course was meant to inspire others to be that kind of athlete. However, in more recent years, it\\u2019s been expanding its brand to include less well known sports as well as women\\u2019s sports, encouraging everyone to be the best athlete they can be. Even if they will never jump like Michael Jordan.\\xa0

Another real world example that Reframe was involved in was a hair product company. Like most, it had hair products for some people and then products for \\u2018ethnic\\u2019 people. Reframe was able to help them realize they should change their marketing to hair texture. So their products were marketed for people with wavy, curly, straight, or kinky hair. Race and ethnicity were left out of it entirely, because in reality, it\\u2019s irrelevant. What matters for a hair company is the texture of the hair and little else.\\xa0

Jeffrey and Reframe have worked with a number of different companies, getting them to reexamine their practices and how they relate to both their employees and their customers. In doing so they aren\\u2019t just playing to buzz words, they\\u2019re building a world that works better for everyone.\\xa0

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