Frame Finding is a running series that breaks down how public figures, brands, and institutions shape perception through strategic language. Each post analyzes a real-world example—usually a quote in the news—and reveals the frame being used to steer emotion, attention, or belief.
We’re not here to fact-check or take sides. We’re here to observe the how behind the message:
This is for anyone who wants to say things more clearly—and see through the noise more easily.
When Rep. Ro Khanna was asked how long he was willing to let people suffer during a standoff over benefits, he never answered the question. Instead, he turned it into a moral story about a taxi driver with cancer, a missed compromise, and a country too rich to plead poverty. This Frame Finding breaks down how a “none-answer answer” can help any leader survive a trap question in a timed setting.
On Mad Money, Kimberly-Clark CEO Mike Hsu described the Kenvue acquisition as the creation of a “preeminent global health and wellness leader.” It sounds impressive, but it’s not clear what that means. The real story is simple: the company is expanding its portfolio of trusted brands — a move that needed no gobbledygook to sound strong.
Dr. Mehmet Oz reframes a policy question on Meet the Press Now by shifting from “how much” to “how well.” The move turns a budget debate into a systems-thinking conversation — a classic Question Shift Frame.
Analogies clarify by shifting perspective. Their power comes from contrast—showing how something familiar can reframe the stakes and reveal a deeper truth.
Phillip Swagel defuses criticism of the CBO by framing it as routine. By grounding the process in statute and saying it’s “just part of the process,” he taps into normalcy bias—reassuring the audience that nothing unusual is happening.
Dr. Murthy doesn’t just warn about social media, he compares it to putting kids in cars with no seat belts. This powerful analogy pairs with contrast to make the risk vivid, emotional, and urgent
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.
Apple didn’t lead with strength—but they recovered. In this WSJ interview, they turned a delayed Siri rollout into a principled decision by shifting from defensive excuses to a long-term, quality-first AI vision.
DHS Secretary Kristi Noem redirects a question about law enforcement levels by highlighting past violence and blaming Governor Newsom—an example of red herring and emotional framing at work.
Gov. Gavin Newsom uses contrast, consensus, and vivid emotional examples to frame mass deportations as a betrayal of American norms—turning a policy dispute into a threat to democratic values.