Part 2: Frames and Frame Control

The central mechanism of the book is Frame Control. A "frame" is a mental structure or lens through which we view reality. In any social interaction, frames collide, and the stronger frame absorbs the weaker one. Do not start with an agenda

, Klaff shifts the focus from professional etiquette to "neuro-economics," providing a blueprint for bypassing the brain’s natural defenses to command any room. The Core Conflict: Crocodile vs. Neocortex Do not start with an agenda

Are you preparing for a specific high-stakes meeting where you’d like to apply one of these frames? Do not start with an agenda

• Do not start with an agenda. Start with a provocative statement.
• Bad: "Today we will discuss our new SaaS platform."
• Good: "We set out to solve a problem that IBM and Microsoft said was impossible. In fact, they laughed at us. Here is why they are terrified now."