The way information is framed determines whether ideas are ignored, tolerated or adopted. The frames you present before delivering a stream of information will influence what people pay attention to and how to interpret it. If you don’t frame the information for them, they will frame it for themselves. You don’t want that to happen.
A “frame” is the category into which a person files information. For example, apples, oranges, grapes could be framed as “fruit”. They could also be framed as “round things” or “edible things”. Most people think “fruit”.
The same information was framed more than thirty different ways by different people, according to their view of the world. This happens every day in business communication. The “facts” can and will be interpreted in many different ways without your guidance.
Remember, if you don’t frame it for them, they’ll frame it for themselves!