A frame is the instrument you use to package your power, authority, strength, information, and status. - Oren Klaff

The patterns he found in the brain consistently predicted whether test subjects eventually pushed a button with their left or right hand — about seven seconds before they felt they had made a conscious choice to do it.

Every social interaction is a collision of frames, and the stronger frame always wins. Frame collisions are primal. They freeze out the neocortex and bring the crocodile brain in to make decisions and determine actions.

No pitch or message is going to get to the logic center of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult.