Framing

How information is presented dramatically affects how it's perceived and what decisions follow. '90% survival rate' and '10% mortality rate' are mathematically identical but produce very different emotional and behavioral responses. Framing operates in communication, negotiation, product positioning, policy design, and self-talk. The frame determines which aspects of reality receive attention and which are ignored.

When to use it

When communicating important information. When positioning products or proposals. When negotiating. When someone's reaction seems disproportionate (examine the frame they're using).

How it can help

The most directly actionable communication and persuasion model. Helps craft messages, position products, structure negotiations, and even reframe personal challenges. Understanding framing reveals that 'objective presentation' is an illusion—every communication involves framing choices.