Framing is a very powerful tool to change how others perceive you. You change the point of view from which you analyze something. Framing can be done at multiple stages:

  • Pre-Framing, which is all about defining the frame and positioning you want before anyone even comes to you;
  • Reframing, which is all about changing the existing frame of something by changing the point of view you use;
    • “It’s not a bug, it’s a feature”;

Underlying Psychology/Biases

Framing works by defining the person’s point of view in regards to something. By changing the framing of something, you change its apparent value. It’s something that can be used for branding, to stand out from the crowd, or many other similar uses.

Pre-Framing Module

The Pre-Framing module in specific is focused on establishing your framing, and it consists of four main families of techniques:


  • Pre-framing
    • A whole module of our persuasion framework, focusing on Exclusivity, AuthorityIdentification and Positioning;
    • The goal is to have a consistent positioning from the start. To show that you know what you’re talking about, that you’re not available to everyone, that you identify with the person that comes to you, and that you are unique and not comparable to others;
  • Reframing
    • Changing the existing frame of something to make it look better (or worse);
    • Very used in the coaching and personal development industry;
      • “Is this a crisis? Or an opportunity?”
      • “Were you fire? Or do you now have the chance to be an entrepreneur”;
    • Also very used in the technical world, to “convert” bugs into features;
      • Does the device overheat? It’s a device with warming capabilities;
      • Does the device have no Wi-Fi? It’s a distraction-free, focused device;
    • One of the most efficient methods is perceptual contrast;
      • Show the negative side of a competitor before showing your positive side;
      • The reason why, when you’re hungry, any food tastes good by comparison;
      • Also the reason why, after watching an excellent movie or TV show, others will seem worse;
      • The maximum exponent of this is being the first, the best or the only in a space;
        • By contrast, everyone else will seem average;
      • A simple formula to use it is to enumerate the negative aspects of others and the positive ones of yours
        • “John, would you prefer”:
          • “The competition’s product, that is untested, unvalidated, new in the market, and lacks features“;
            • Or
          • “Our product, which has been out for 5 years, has dozens of positive testimonials, and the whole feature set you will need?”;
        • This can be tailored even further by leveraging the person’s specific desires and/or their D.i.S.C. personality type;
          • For an Analyst:
            • Would you prefer [ABC] that is untested, has no proof, no backing numbers, or our solution, which is proven, tested, and has a reliable system?”;
          • For a Passionate:
            • Would you prefer [ABC] that won’t respect your vision, won’t let you be an inspiration, and will bore you to death with details, or us, who will respect and implement your vision, and allow you to inspire others and be a reference?”;
  • Anchoring
    • As previously mentioned, anchoring defines the initial first impression someone has;


  • Most of the ones for anchoring and positioning;
  • “I’m being framed”
    • When someone states “I’m being framed”, it’s this at work;
    • Someone has changed the evidence or facts to make it seem as if this person is guilty. They changed the frame;
  • Reframing in personal development
    • Whenever a coach – or a personal friend – tells you to “reframe” something, they are asking you to change the frame of reference;
    • Is that person really aggressive, or was this just a coincidence?
    • Is losing this job a bad thing, or a new opportunity?
  • The “hairy arm” technique
    • A technique where you introduce a major flaw in something and fix it so people don’t look for other ones;
    • Comes from an advertiser that would include a part of his “hairy arm” in an advertisement, so the client would immediately ask for that fixed, and not focus on anything else;

Commercial/Known Uses

Key Takeaways

  • Most of the ones for anchoring and positioning;
  • Framing is simply the point of view that you define for something, which defines how attractive it can be;
    • Pre-framing is how you define your initial framing before any interaction. It’s your branding, positioning;
    • Reframing is simply changing the frame of something to change how it seems;
      • In specific, a very effective way to do it is through perceived contrast;
        • By artificially creating contrast against something else, you will seem in the opposite direction;
        • If you paint the competition as incompetent, for example, you will be seen as competent, if nothing else just due to the contrast;