Framing is about using your surroundings to change the way people see you, your product, and your company. Our brains take a lot of shortcuts. Frames are one of those shortcuts. Frames provide a quick and easy way to categorize new things by giving us something to compare and contrast against.
Graffiti on the street is seen as vandalism. Graffiti in a museum is seen as art.
If you aren't doing as well as you should be, take a step back and examine your frame. Silk, makers of soy milk, realized that people didn't think of their product as a replacement for milk... when it lived in the baking isle. When they requested that grocery stores put it in the refrigerators with the dairy milk, even though it didn't need to be refrigerated, people naturally recognized it as another option for their breakfast cereal. The product didn't change, just the frame did.
If you want more Twitter followers, follow people who have a large following. If you want more readers for your Blog, network with bloggers who have lots of readers. If you want more customers, make sure your business is framed as being a successful leader in your industry.
If you don't set your frame, one will be picked for you. Take control. Strike a pose, there's nothing to it.
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