First, you don’t want your message to trigger fear alarms. And second, you want to make sure it gets recognized as something positive, unexpected, an… - Oren Klaff

To instigate a power frame collision, use a mildly shocking but not unfriendly act to cause it. Use defiance and light humor. This captures attention and elevates your status by creating something called “local star power.” (You will read about creating status and local star power in Chapter 3.)

Only one frame will dominate after the exchange, and the other frames will be subordinate to the winner. This is what happens below the surface of every business meeting you attend, every sales call you make, and every person-to-person business communication you have.

Inception relies on a completely new set of tools: the Status Tip-Off, the Flash Roll, Pre-Wired Ideas, Plain Vanilla, being Compelling, and the Buyer’s Formula. I’ll show you all of these later.