Framing is powerful and fascinating game every spokesperson worth its money plays. Steve Jobs talked a lot about fragmentation and brushed openness aside. Why

Framing is powerful and fascinating game every spokesperson worth its money plays. Steve Jobs talked a lot about fragmentation and brushed openness aside. Why then did Andy Rubin not talk about fragmentation but emphasize openness? Because he is not stupid, that’s why. That’s what makes many of those public fights very frustrating to watch. In a perfect world humans wouldn’t get distracted by frames. They would be able to recognize that there is nearly always more than one aspect to a story. It absolutely drives me crazy when, for example, so many advocates of nuclear power can only ever talk about CO2 and so many adversaries of nuclear power can only ever talk about safety and waste.