Frame Finding #022: The “We Lead the Wave” Frame

When asked if AI threatens Accenture’s business model, CEO Julie Sweet responded with a staggering contrast: from $300 million to $2.6 billion in GenAI sales in just six months. Instead of defending against disruption, she framed it as proof that Accenture leads through every tech wave—and AI is no different.

What is the Contrast Frame?

The Contrast Frame is a powerful communication strategy that deliberately highlights similarities and, more often, differences between two or more things. Contrast is golden key to framing. It shows up more than any other frame, followed closely by metaphor and analogy. But even most good analogies are really comparisons. And comparisons are just contrast in … Read more