I love the concept of framing in communications. It’s one of the key messages in the Undoing Project (which you really should read if you haven’t already). But for those here for just this post, framing is putting communication within a broader context.
Workplace Experience is a wonderful example of this principle. Some people may frame conversations on the topic as (including these but certainly not limited to only these):
- Financial – They see the topic in terms of dollars and cents. This much money was spent on this much return.
- Productivity – The cost of the workplace is irrelevant as long as it makes the people in it more productive than they otherwise would be.
- Personal – This workplace impacts my work, it should be designed for what I want and need.
- Scientific – Studies show the optimal workplace has these features and design elements.
- Mixed – The topic is broad and so impactful as to be financial, productive and personal.
When two or more people converse on the topic of Workplace Experience, it is important to ensure they are approaching the conversation from the same framing. The points used to sway someone with a financial frame are often the opposite of those used for a scientific frame. While not wholly incompatible, the two frames make a shared conversation difficult.
But the real problem when it comes to framing is when someone starts mixing frames within their communication. Positioning your conversation as being financially focused means that you cannot take the position that improved productivity should come without regard to cost. This position runs counter to the typical financial frame. Similarly, having a statement that you are cost-focused mixed with a statement of being productivity-focused in the same conversation can lead to confusion about what you are trying to do.
Related to this, is when you bring a frame to a conversation counter to what the person you are talking to is looking for. I sit on many calls where two people are talking about the same topic and using the same words but somehow are not even close to understanding each other. The lack of understanding stems from them having different frames for how they are experiencing the conversation.
Thinking through framing is critical for both how you plan to present your side but also for how you think the other will be receiving it. When in doubt, it is usually fair to start the conversation by confirming what the other will be focused on.