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Want to influence more effectively? Master the frame before the message. Pre-framing is the art of guiding someone’s focus before you speak, shaping what they'll pay attention to and how they'll interpret it. It’s powerful because there’s no meaning to undo. You lead the meaning before it’s made. De-framing? That requires more skill and sometimes intensity. It’s when you break an existing belief or perception. Which do you think is harder — guiding meaning before it’s made, or shifting it after
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