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For most of us, our lives are filled to capacity; so much so that we do not devote the time necessary to grow. It is easy to get caught up in one's life and forget one's purpose."The Power of Framing" points out several useful interpersonal communications tools. For example, a simple question, "Tell me about yourself", could open many doors ...or shut them, fast and tight. To answer that or any important question and to be fair to yourself, it is important to anticipate the question and prime yourself with an answer that is spontaneous, automatic, and strategic to your goals.Imagine that you have been stranded, stumbling alone without resources, through a stifling hot desert. You see an old pitcher pump and realize your good fortune, to finally be able to quench your thirst! But the pump has not been used in a while. You start pumping ...and you pump a lot ...and it's hard. But you know that priming the pump will bring the water out. At first, what comes out may be gunk. Keep at it, though, and before long the cold, fresh water encased underground flows to the surface!In a way, we are all stranded, stumbling alone through life. Yet we are fortunate to be living at the most prosperous, bountiful time in the history of humankind. Each one of us has the potential to reach our goals but, truthfully, it is rare for someone to stumble onto an oasis. Most of us have to think about life's questions, and about our answers, if we are to be successful. Most of us need to prime ...to survive, to thrive, and to help others do the same. This is priming; one technique covered in "The Power of Framing".I was also struck to consider government as a "high reliability organization" (HRO), typically more concerned with preventing failure and maximizing reliability, than promoting success and realizing efficiency. Today, as fiscal woes loom, it may be time to frame our problems and solutions a little differently.This is a book worth reading because it reminds us that framing is worth doing. Sometimes, when we face seemingly insurmountable problems, taking the time to look at it a little differently, handle it a little better, is well worth the investment. What is the outcome you desire?