Understanding how to harness and apply the power of frames is the most important thing you will ever learn. - Oren Klaff

Since childhood, others have been trying to smuggle their ideas into your mind. So naturally your mental defenses have gotten really good. It’s as if you have a small team of cognitive security guards and bouncers who are trained to keep unfamiliar and confusing ideas away.

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ideas you come up with using your problem-solving brain — the neocortex — must be intentionally retuned for the croc brain that will receive them.