Framing: the hidden power that shapes our reality

Great communicators do not just inform; they frame. Framing is not about playing with words. It is about setting the stage where words will be understood. The concept, rooted in cognitive linguistics and decisively developed by George Lakoff—a renowned professor of cognitive science and linguistics at the University of California, Berkeley—shows us why the way we say something is as powerful—often more powerful—than what we say.

In this issue, I want to explore why framing is one of the most powerful tools a personal brand can master, and how great leaders—from political heads to corporate consultants—deploy it with precision.

Framing as described by George Lakoff

According to Lakoff, frames are mental structures that shape how we see the world. Every word we use activates a frame. Once a frame is activated, it triggers a network of associations, values, emotions, and expectations. And here’s the catch: facts alone are meaningless without the frame that gives them context.

In his book Don’t Think of an Elephant (2004), George Lakoff illustrates how different political parties use language to frame issues in ways that activate specific moral values. He explains that framing is not just a rhetorical trick but a cognitive process: the language we use shapes what we pay attention to and how we reason. For example, when conservatives use the phrase "tax relief," the word "relief" implies that taxation is an affliction and positions the government as the source of pain. This subtly reinforces a worldview where government intervention is inherently problematic. Progressives, by contrast, might describe taxation as an "investment in the common good," which activates values of solidarity, mutual responsibility, and civic infrastructure. The two expressions describe the same policy, but they conjure entirely different moral universes.

The lesson? He who defines the frame, wins the debate.

Three key consequences of framing

Framing is not neutral. It reshapes how we think. Lakoff identifies three key consequences:

Cognitive biases: once a frame is activated, we subconsciously filter reality to match that frame. It guides our attention, distorts our memory, and affects decision-making.
Moral judgement: frames carry moral weight. A hospital described as a “place to heal” evokes compassion and trust, placing patient wellbeing above all. But frame that same hospital as a “healthcare industry player,” and suddenly the focus shifts to efficiency, cost, and profit margins—recasting health as a business variable rather than a moral priority.
Interpretative lens: the same event seen through different frames leads to different conclusions. A protest framed as “defending democracy” is noble; framed as “threatening order,” it becomes dangerous.

Framing, then, is not decoration. It is architecture for meaning.

Framing your value proposition

The same principles apply to how we present our value in personal branding.

Imagine you are a consultant in sustainable innovation. Your services remain the same, but the framing shifts depending on the audience:

Speaking to a startup CEO? Frame your offer in terms of growth and disruption: “Sustainability as a competitive edge in new markets.”
Talking to a CFO? Focus on efficiency and risk mitigation: “Lower operational costs through sustainable practices.”
Meeting the compliance officer? The narrative becomes one of regulatory foresight: “Stay ahead of the curve and avoid costly penalties.”

This is not manipulation—it is alignment. You are not changing the essence of what you do; you are highlighting the aspect most relevant to the person in front of you.

Great personal brands are great reframers. They help others see what they might otherwise miss.

Leaders who master the frame

Some of the most influential leaders are masters of framing. Let’s look at Eric Schmidt, former CEO of Google.

In 2021, Schmidt co-authored The Age of AI: And Our Human Future with Henry Kissinger and Daniel Huttenlocher. In this book, AI is framed as both an extraordinary opportunity and a civilizational risk. The message is: “We are not ready. We need to slow down, reflect, and prepare.” The core values behind this frame are prudence, human dignity, and democratic control.

Fast forward to 2023. Schmidt changes his framing. He now insists that AI is a battleground between great powers. The US, he argues, must accelerate AI development to maintain global supremacy. In this frame, the key values are security, dominance, and geopolitical survival.

Same technology. Two radically different framings:

In one, individual welfare is central; the danger is runaway tech.
In the other, national security is central; the danger is falling behind.

The moral lens, the priorities, the strategy—everything shifts with the frame.

The battle for framing in Europe

Let’s now move to Europe. As the continent faces increasing global instability, a semantic battle is unfolding in political circles: should EU countries invest in “rearmament” or in “security”?

This is not a rhetorical game.

If you frame the issue as “rearmament,” you evoke past wars, militarisation, and resistance.
If you call it “security,” you invoke protection, stability, and shared responsibility.

The consequences go far beyond language:

What kind of technologies are funded?
What political alliances are formed?
What public support is mobilised?

Framing is the battleground where future actions are legitimised—or opposed.

Why personal brands must master framing

Framing is a personal branding imperative.

As a leader, a consultant, or an entrepreneur, the way you frame your story, your offer, your mission—shapes how others perceive your relevance. It informs whether they see you as a problem-solver or a visionary, a safe pair of hands or a catalyst for change.

Frame your value to match the audience’s worldview.
Frame your past as preparation for the future you now offer.
Frame your mission in a way that connects with shared hopes and concerns.

Because if you don’t frame your narrative, someone else will. And their version might not serve your goals.