Harnessing the Power of Framing: How Small Changes Shift Big Choices

A small snack brand struggled in crowded grocery aisles, overlooked by health-conscious parents. Their chips were tasty but just another bag on the shelf—until they reframed the entire experience. Instead of sitting alongside junk food, the snack reappeared in the produce section, in an eco-friendly box with a narrative about natural, simple ingredients. Packaging highlighted how the chips were ‘smart snacks’ that allowed parents to say yes, not feel guilty. Within weeks, they noticed more attention, sales ticked upward, and parents began recommending them at school meetings.

At the same time, other companies from insurance to tech experimented with frames—using words like ‘protection’ versus ‘adventure,’ or ‘future-ready’ versus ‘easy to use.’ When the frame struck the right nerve, even stubborn customers reconsidered. The principle, backed by social science and cognitive linguistics, reveals: the way an idea is packaged (frame) can matter more than what’s inside. By shifting frames to align with specific values, you can unlock doors otherwise closed.

Pick something you wish people cared about—maybe a product, an event, or even your resume. Invent two or three new frames for your idea, each tuned to a different value or identity you know your audience cares about. Try these new versions out with separate test groups, and pay attention to which words or storylines seem to instantly click. You’ll see first-hand that changing even small aspects of how you present an idea can turn indifference into attention. Don’t just accept the first answer—reframe and try again.