9Framing Change

I confess that in 1901 I said to my brother Orville that man would not fly for fifty years. Two years later we ourselves made flights. This demonstration of my impotence as a prophet gave me such a shock that ever since I have distrusted myself and avoided all predictions.—Wilbur Wright (1867–1912), in a speech to the Aero Club of France, November 5, 1908

WHAT’S HALF OF thirteen (13)? There’s more than one right answer. There’s 6½, but it could also be half of the word thirteen: “thir” or “teen.” Or it could be the number 1 or 3, which comprise the number 13. Each of these answers is correct when seen through a particular frame. Frames are situational; they’re useful or not useful, not right or wrong.

The way you frame project ...

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