🖼️ They need frames.
Some of the frames that show up again and again:
· Commodity frame: “just another extract at the right price”
· Hero frame: “this single molecule saves the day”
· Ghost frame: “we did the real work, but never tell the story”
The frame chosen shapes:
🤔 How regulators and reviewers hear you
🤔 How clinicians interpret signals and data
🤔 How formulators decide where (or if) an ingredient fits
The frames that tend to endure-
🌿 ✅ ♾️ The Enduring Frame: respects ethnobotanical and cultural context, stays honest about what the science can and cannot say, and gives the ingredient a clear role inside real-world protocols and products.
It’s interesting to watch how a shift in frame can change the entire trajectory of an ingredient or product line.
✊ Let’s retire the old botanical frames and actively build Enduring Frames as the new normal for how we talk about botanicals.