Editor’s Note: taken from Brad Moore’s LinkedIn // Originally posted March 31, 2025
If you’ve ever watched a crime drama, you know that the key to a perfect crime isn’t just getting away with it—it’s making sure someone else takes the fall. That’s framing. But in business, we’re not out to commit crimes (at least, I hope not). Instead, we want to frame ourselves and our teams for success in a way that makes winning feel inevitable.
Framing is a psychological tool used in marketing, sales, and leadership to position information in the most appealing way possible. The same data, when presented differently, can entirely change how people react.
For example, let’s take Tim Hortons. Instead of advertising a plain cup of coffee, they frame it as a “warm hug on a cold day” or “fuel for your morning hustle.” The coffee didn’t change—but the way it’s presented makes it feel essential, comforting, and even nostalgic.
Now, apply the same principle to leadership. If you tell your team, “We’re going through a tough quarter,” morale dips faster than an alibi under cross-examination. But if you say, “This quarter is giving us a chance to refine our strategy and come out stronger,” suddenly, people feel like they’re part of an underdog success story.
This isn’t about sugar-coating reality or ignoring challenges. It’s about making sure negativity doesn’t become a roadblock to productivity. A study from Villanova University found that negativity in the workplace reduces productivity, increases stress levels, and lowers overall engagement. A Queens School of Business study found that high-pressure, fear-driven environments often lead to increased turnover and decreased performance. In contrast, when employees feel optimistic about their work, they are 15% more productive, and their companies saw a 65% increase in stock valuation.
Here are a few ways you can use framing to create an environment where your team can perform at their best:
Bad Framing: “We’re facing a lot of problems right now.” Good Framing: “We’re learning what doesn’t work, which means we’re getting closer to what does.” Why it works: People thrive on progress. When challenges feel like stepping stones instead of roadblocks, your team stays engaged and motivated.
Bad Framing: “We’re completely overhauling how we do things.” Good Framing: “We’re streamlining our workflow so you can spend more time on the stuff that actually matters.” Why it works: People hate change, but they love improvements. If you make change feel like a personal win, they’ll embrace it instead of resisting it.
Bad Framing: “We’re still not where we need to be.” Good Framing: “We’ve already accomplished X, and we’re closer than ever to Y.” Why it works: Success isn’t just about the end goal—it’s about momentum. When people feel like they’re making progress, they stay committed.
Bad Framing: “We can’t afford big raises right now.” Good Framing: “We’re investing in career development and performance-based rewards.” Why it works: When people hear “no money,” they panic. When they hear “we’re investing in you,” they lean in.
Bad Framing: “Here’s what you did wrong.” Good Framing: “Here’s how you can improve and grow from this.” Why it works: No one likes to be told they messed up, but everyone likes to know how to get better. Positioning feedback as a stepping stone to success makes it easier to digest and apply.
In business, as in life (and possibly crime syndicates, but let’s not go there), perception shapes reality. How you present challenges, changes, and opportunities determines how your team reacts to them.
Framing isn’t about ignoring problems or pretending everything is fine when it isn’t. It’s about making sure you and your team are in the best mindset to tackle challenges and move forward productively. A leader’s job isn’t just to solve problems—it’s to create an environment where solutions are possible.
So, if you want to kill it without getting caught in negativity, make sure you’re framing yourself and your team for success. Because in the end, the best leaders aren’t just problem solvers—they’re master storytellers who make success feel inevitable.
Now go forth and commit… to great leadership.
