Skillful framing can be used to create a bridge between parties in a conflict and help them move forward toward solutions. Framing requires insight, which includes both a clarity of purpose and a thorough understanding of those we are trying to influence. Intention is important since framing can be used to manipulate or deceive. Hopefully, our values minimize this. A key function of leadership is the management of meaning.
Effective leaders present images that grab our attention and interest.
They use language in ways that make it easy and compelling for us to view events from their frames of reference. Leaders frame their vision in ways that help organizational members make sense of the vision, embrace it, see its relevance to their responsibilities, identify next steps in implementing the vision, and feel enthusiasm for it. They communicate with frames and images that build upon each other to construct a reality to which we then want to respond. Leadership includes managing meaning, which requires skill and risk-taking. Just like an artist or photographer, when we select a frame for a subject, we choose which aspects or portion of the subject we will focus on and which we will exclude.