The framework helps you to come up with a Big Idea of communication.

It is focused around the three main attributes of a good Big Idea: the Form, the Benefit, and the Drama. It is based on the new creative methodology - CRAFT (Creative Algorithm Frames & Tools
).

CRAFT is a methodology that helps 
to create Big Ideas, turn abstract meanings into working products, formulate what everyone will understand and accept equally. It is described in detail 
in V. Lebedev's book "CRAFT: 
 How to Create Big Ideas".