The SAFE-BOLD framework was developed by Neil Rackham, author of the book “SPIN Selling”. This tool is designed to create and evaluate commercial proposals, training programs, and presentations. It helps make them bold, unconventional, and effective. The framework is actively used in sales and marketing to develop ideas that challenge customers' conventional thinking. It helps avoid creating template-based and “safe” solutions.
The essence of the framework
SAFE-BOLD is a scale where, on one side, there are “SAFE” ideas — safe, predictable, simple. On the other side are “BOLD” ideas — bold, unconventional, risky. The goal of the framework is to shift team thinking toward BOLD and encourage the creation of meaningful and memorable proposals.
Ideas that are closer to BOLD have four characteristics:
Big: large-scale, strategic decisions.
Outperform: ideas with high potential impact, but also high risk.
Leading-edge: cutting-edge and original.
Difficult: requiring effort to implement.
In contrast, SAFE ideas are:
The framework helps to preserve the originality of ideas and prevent them from being simplified during the refinement stage.
Four dimensions of the
framework
Each idea is evaluated according to the following scales:
Scale:
Small: solves a specific problem, local improvement.
Big: affects strategic goals, offers broad changes.
Risk:
Achievable: minimal risks, high predictability.
Outperform: significant risk, but also high potential for benefit.
Innovativeness:
Follower: repetition of already tried and tested solutions.
Leading-edge: new, non-standard approaches.
Difficulty:
Easy: quick and simple implementation.
Difficult: requires effort, resources, and possibly organizational changes.
How to use SAFE-BOLD
Formulate an idea (e.g., a business proposal or training concept).
Present the idea to the team.
Evaluate the idea on each of the four scales.
If the idea is too “SAFE,” discuss how to shift it toward “BOLD”: add scale, innovation, risk, or complexity.
It is important that employees from different disciplines participate in the discussion, including those who are willing to defend bold approaches. This helps to overcome the tendency to oversimplify.
At IMAGA, SAFE-BOLD has become part of internal processes. It helps teams avoid smoothing out ideas under pressure to “not scare off the client” and maintain the originality of their proposals.
Advantages and limitations
Advantages:
Allows you to create proposals that stand out from the competition.
Stimulates the development of bold ideas and initiatives.
Helps keep proposals sharp at all stages of development.
Limitations:
Requires a balance between boldness and realism: an overly “BOLD” idea may be unfeasible.
May encounter resistance from participants who tend to take a more cautious approach.
The framework requires engagement and a willingness to discuss risks, which is not always possible in a conservative environment.
In conclusion
SAFE-BOLD is a simple visual tool that helps teams generate unconventional and meaningful ideas, as well as structure discussions. Using SAFE-BOLD scales provides the order and focus necessary for effective brainstorming. This approach helps to create provocative solutions tailored to the client's tasks, as well as educate them about a new problem. This strengthens control over the sale, allowing you to change the client's thinking and behavior. Developing a proposal with BOLD characteristics — big, risky, innovative, and complex — demonstrates the team's expertise and allows it to stand out from the competition with a unique perspective on the problem and a non-standard approach to solving it.
