Introducing Re-frame: Clear Communication, Expanded

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If you’ve followed my work for any length of time, you’ve probably seen a theme: communication gets harder when it matters most.

Not because people don’t care. Not because teams aren’t trying. But because pressure changes everything. Timelines collapse. Emotions run high. Information is incomplete. And suddenly even experienced leaders and communication professionals find themselves stuck between what they know, what they can say, and what people need to hear.

That’s why I built Re-frame, and why I’m expanding it.

What Re-frame is (and what it isn’t)

Re-framing isn’t spin. It isn’t polishing language until it sounds perfect.

Re-frame is a practical approach to communication that helps leaders and comms teams:

• find the true message inside a messy moment,

• express it with clarity and humanity,

• and protect trust while decisions unfold.

It’s for those situations where the stakes are real and you don’t get unlimited time or perfect information.

Why a website and why now

LinkedIn has been a great home for Re-frame.

But I kept running into the same challenge: LinkedIn isn’t great for long-form posts.

So I built the Re-frame website as a place to go deeper.

A place for expanded posts, tools, templates, and practical guidance that you can return to when you need it, whether you’re leading a team through uncertainty, preparing a high-stakes update, or trying to communicate with clarity when everyone wants answers immediately.

From LinkedIn posts to expanded Re-frame formats

Going forward, you’ll still see Re-frame content on LinkedIn, but many of those posts will now connect to a longer-form version on the website.

Here’s how that will work:

1) LinkedIn will stay the “signal”

Quick ideas. Clear takeaways. Something you can absorb fast, especially on busy days.

2) The website will be the “toolkit”

Expanded posts that include:

• a step-by-step framework,

• message structure you can follow,

• sample language,

• pitfalls to watch for,

• and pressure-testing messaging.

3) The goal: practical clarity you can use immediately

This isn’t about writing longer for the sake of writing longer. It’s about making the work more usable.

Sometimes leaders and comms teams don’t need inspiration. They need a starting point. A structure. A draft. A way to reduce risk and build trust in the next message.

That’s what Re-frame is here to support.

What you can expect from Re-frame

The expanded Re-frame content will focus on the situations I see most often where communication breaks down:

• Crisis and issue communication
  What to say early, how to avoid overpromising, and how to prevent a vacuum.

• Leadership messaging
  How to communicate tough decisions with steadiness and credibility.

• Internal communications and employee trust
  How to reduce noise, address emotion, and keep people aligned without sounding scripted.

• Reputation and community
  How to show up when expectations are changing and people want more than statements.

• Responsible AI use
  AI is here to stay. How we apply it in our work will separate the “slop” from what is relevant.

Everything will be built around the same anchors: Clarity over complexity. Truth over theater. People over process.

An invitation (and a simple ask)

If you’re a leader or a communications professional, I built Re-frame with you in mind.

Please share your ideas, challenges, and musings on the state of Reply to a LinkedIn post, or reach out through the website. Often the best Re-frame topics come directly from the real questions people are carrying.

Thanks for being here. I’m looking forward to building this in a way that’s genuinely useful.

— Tom Wickham

Note: The views expressed here are solely my own and do not represent my employer or any affiliated organizations. Any examples are shared in a personal capacity; I do not disclose confidential or proprietary information.