Take a painting and change the frame and the painting changes with it.
In similar fashion you can frame a discussion, whether it’s going on inside your own head or with someone else.
Words alone or actions alone lack context. Our minds are trained to look for and interpret in context. The problem is that, left alone, we often tend to use our own assumed context. Like the assumption that running from the scene of the crime indicates guilt.
Every negotiation involves one of more frames. A common frame or multiple frames. That’s one of the reasons that so many deals fail or yield unsatisfactory results.
Control the frame to control the context to control the conclusion.