About
Where the framework
comes from.
Loose Grip Life was developed from a straightforward observation: the language most people use to talk about drinking does not match how drinking actually feels. It is either promotional or apologetic. Rarely honest.
The intellectual origin
Built from published work, not invented for commercial purposes.
The Behavioral Permission Framework is derived from companion texts published under Loose Grip Life Press. Those texts explore the language people use around alcohol and emotional experience — how it functions, where it breaks down, and what more accurate alternatives look like.
The commercial framework is the applied form of that intellectual work. It takes the vocabulary, discourse analysis, and language principles from the published source material and translates them into a system that brands can license and use.
This matters because it means the methodology has a documented, scrutinised foundation. Licensees are not acquiring a brand voice opinion. They are acquiring a language system with an intellectual substrate.
Published companion texts
The companion text series
The published source texts that underpin the Behavioral Permission Framework are available through Loose Grip Life Press. They address the language of alcohol and emotional experience at the level of discourse, not behaviour.
View publicationsThe framework focuses on how experience is discussed, not how behaviour is changed. That distinction is the foundation of everything Loose Grip Life does.
Why non-prescriptive language matters
Loose Grip Life was built on the premise that there is a third mode: language that is emotionally accurate, non-directive, and honest about the ambiguity most people actually live with. The framework does not tell people what to do. It gives brands the tools to talk about what is already happening, without distortion in either direction.
This is not a harm reduction position. It is a language position. The distinction matters enormously for how the framework is applied and what it can legitimately claim to do.
Proprietary methodology
What the trademark protects.
Loose Grip Life® and the Behavioral Permission Framework™ are registered intellectual property. The trademark covers the documented methodology, the licensed content assets, and the engagement systems derived from the published companion texts.
This is not a style guide or a tone of voice document. It is a structured language system with defined scope, documented application principles, and a traceable intellectual origin. The registration reflects that.
The methodology
The three-layer framework: lexicon, discourse principles, and application system. The documented approach to non-prescriptive language in alcohol-adjacent contexts.
Licensed application
Alcohol brands and their agencies can license the framework for use in their communications. The trademark gives that license meaning: it references something real and defined.
The careful delineation of what this framework does not do is intentional, not defensive. It reflects the intellectual honesty the work is built on. A methodology that claims to do everything does nothing well. Loose Grip Life is designed to do one thing precisely: improve how alcohol brands communicate about emotional experience with the adults who are already making their own choices.