When you abide by the rituals of power instead of establishing your own, you reinforce the opposing power frame. - Oren Klaff

1. Introduce yourself and the big idea: 5 minutes. 2. Explain the budget and secret sauce: 10 minutes. 3. Offer the deal: 2 minutes. 4. Stack frames for a hot cognition: 3 minutes.

Frames are psychological referencing systems that all people use to gain a perspective and relevance on issues. Frames influence judgment. Frames change the meaning of human behavior.

They want to see someone forced into action and positively overcoming obstacles.