Frames are the ideas that exist in your brain. They are commonly accepted concepts.

Anat Shenker-Osorio has a podcast called Brave New Words. We strongly urge you to subscribe to that podcast. Dr. George Lakoff wrote the seminal book Don't Think of An Elephant in 2004 and updated it in 2014. This is the basis of most of our work on framing.

Your messages are the words you use to communicate. Your frame is your point of view, based on assumptions you make about your world. Framing is the act of controlling how your words - your messages - are received and understood. Framing shapes our thinking, shapes what we hear, and shapes the conversation.