There are no bad teachers only bad frames

Teaching our clients, and often our own people, about our new products or services can be harder than we expect.

People learn through relational frames. This means that people learn new things (a frame) by relating them to other things (other frames) and vice versa.

Here’s an example. I tell you that there is a creature called an ele-affe. It is just like an elephant in every way (frame one) except it has the skin colour of a giraffe (frame two). I expect that you can imagine it quite easily. You could probably go on, unassisted by me, to explain to others how it is vegetarian, lives in herds, and purportedly has a good memory. Even if I had not explained any of these later facts to you. Also, anything you now learn about an ele-affe you may now consider applies to an elephant “in every way… except in skin colour”. This ability to create bidirectional relationships, between frames, is particularly important in accelerating learning.

Your choice of frame is, therefore, important. Here are frame traps to avoid

Lastly, frame-breaking, as in un-teaching and disrupting someone’s frame, can be valid and useful if done knowingly and for the right reasons. But that requires a whole 200 words more to write on, and then some.

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