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Frame Control: A Primer

by Oren · 22 comments

A frame is the instrument you use to package your power, authority, strength, information, and status. The moment your frame makes contact with the frame of another business person, they clash. If your frame wins this collision, you will enjoy frame control, where your ideas are accepted (and followed) by  others. But if your frame loses, though, you will be at the mercy of your customer, and your success will depend that customer’s charity.

Own the Frame,Win the Game

1. Everyone uses frames whether they realize it or not.
2. Every social encounter brings different frames together.
3. Frames do not coexist in the same time and place for long. They crash into each other, and one or the other gains control.
4. Only one frame survives. The others break and are absorbed. Stronger frames always absorb weaker frames.

{ 22 comments… read them below or add one }

Giovanni Isaksen April 5, 2012 at 3:55 pm

Very nice presentation, wish you would redo it without erasing so that we’d have more time to burn the concepts into memory.


Oren April 9, 2012 at 9:55 am

Ha, thanks Giovanni. Stay tuned we are working on additional frame control videos that will help make it very clear.


Sharon Newman May 18, 2012 at 11:41 am

It would be great to see live role play examples of frame control in action. This stuff is great!


Josh July 1, 2012 at 12:04 pm

You can see live pitch tear downs at our Pitch Mastery course. Pitch Mastery


Ben Wolff April 9, 2012 at 8:43 pm

Great video on Frame Control! Looking forward to more. Thanks


Jay Oza April 16, 2012 at 6:07 pm

What if two frames get into playing a game of chicken? Does this lead to both destroying each other.

How do you compromise if one frame has to win? Is this where you have to make it appear that both frames won? But compromise is always viewed as a lose-lose proposition.

Would like your take on this?


jason Sims May 5, 2012 at 11:52 am

Just ordered Book, contemplating on investing in
your Pitch Mastery Course to apply concepts in
book into step by step reality…
I ‘ve pitched thousands of deals over 15 yrs and in B2B..
I have the Charisma, enthusiasm, boldness and social presence, but
still been using the question asking pitches to the long “Gospel” techniques.
I love your contemporary style v.s the generosity of finding
“Rocks” that make you loose the collision of Frames Colliding.
Now Long time student of Mike Koenings….

Thanks Oren!



Marco Hemken May 6, 2012 at 12:55 pm

I found your book at the UCLA Book Store. It has helped me raise over $20k from Alumni. Thanks for your help!

If you hold a live training in Los Angles, I am there! (Any chance for a student discount?)


David May 9, 2012 at 10:04 am

Marco, let’s connect directly, look for my email today. – O


Elaine Jackson, PMP June 29, 2012 at 1:23 pm

I need much more control over the sales process


Maxim July 3, 2012 at 5:53 pm


Just finished the book and want to thank you for doing all the research and experiments for over 10 years and sharing with us now.

The Book is life changer and explains in details a lot we can feel, react to, try to do but most of us fail to understand and master.

As you said “it’s simple but not easy” to follow these rules. I’m trying them every time now in pitches, interviews and other social interactions. The more I do the more I see how important they are and get a feeling of how it all work.



Mike July 27, 2012 at 8:48 pm

Hey Oren,

Hey brother, great book. As I was reading it, this question came up for me. If you are sharing all this information weren’t you worried that investors would read this and then they would feel tricked or they would know what you are doing when you are doing it and call you out on it in the middle of a deal ? It would be like they were saying you are inauthentic or trying to trick them using the frame thing and discredit you in that way. Has that happened to you ?


Jay Oza August 6, 2012 at 8:29 am

I don’t think you can pull it off if you are not authentic. I don’t think the author is talking about manipulating people with knowledge of neuroscience, but how to get your message more effectively with impact.


JamesHRH October 18, 2012 at 9:19 pm

Totally legit tool – not spin, powerfully grounded to the current reality of the structure of human thought (frames) & the long standing reality of any experienced capital markets player (gator brain).

If your frame is weak, you lose. If its strong and you folllow the process, you win.

That’s not manipulation; that’s clarity.


Andrew Joy August 10, 2012 at 1:45 am

I’ve just wolfed down your book. A million thanks for sharing your insights and learnings. And my deep appreciation for the effort you’ve expended to successfully make the information so readily accessible. There are a multitude of past encounters that I can now better understand. I’m looking forward to implementing frames into my thinking, planning and dealings with others. Thanks again from a very grateful reader.


Bonnie Miller September 26, 2012 at 7:26 pm

Synchronicity is king …I couldn’t be happier to know this right now. I’m waiting for your book to arrive.


Ken Herbert September 27, 2012 at 5:29 pm

If only one frame survives – if that’s the only possible outcome of a clash of frames, how do you account for snynergistic encounters, where two or more frames converge and a whole new and better frame emerges?


Mahindra October 5, 2012 at 11:38 pm

Awesome stuff Oren… Love the whole way you presented frames, framing and how the higher certainty individual and therefore frame absorbs the weaker.

Thank you…


Matt Johnson ThinkBIGsites February 14, 2013 at 6:54 pm

Just finished your book today, and started re-reading it. Very informative, Looking forward to implementing what I’m learning. Thank you for all your time and effort.


Saad Faruque April 17, 2013 at 9:04 pm

A book is great, I came across it from the Personal MBA reading list. I went through the Audiobook from Audible, it was a great listen. This book helps me understand the conflicts I see around me every day, eventually with a strategy to win them using frame control, without getting into a never ending argument. I have already started using this book as my reference material.
Thanks for the book, keep it up.


Chris Bear July 11, 2013 at 6:52 pm

Thank you Oren for sharing your knoweledge!
The book is great, awesome. Have recomanded the book for my friends.


Tim July 31, 2013 at 8:09 pm

Hey Oren, Just finished listening to your book. Good work, very interesting. I will definitely have to re-listen to fix the concepts a little deeper into my mind


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