It's Not What You Said, It's How You Said It

How we perceive choices is often as important as the choices themselves—welcome to the wide, wonderful world of the framing effect.

Ever noticed how a slight tweak in wording can completely change your reaction to an option? That’s the framing effect at work, subtly nudging our decisions in ways we hardly even notice. It’s a psychological trick that is used by marketers, politicians, employers, and small children. It finds its way into our everyday decisions.

The basics of the Framing Effect

Alright, so what exactly is the framing effect? Imagine you need surgery and your doctor says, “This surgery has a 90% success rate.” Well, hey, that is pretty good! But what if she says, “This procedure doesn’t help 10% of the people who have it.” OK, that feels different. Both statements mean the same thing, but how they’re framed can significantly influence the choice you might make. This is the gist of the framing effect—our decisions can be heavily swayed by how information is presented, not just the content itself.

Psychologically speaking, it’s all about the mental shortcuts our brains take when processing information. These shortcuts, or rather these cognitive biases, make us susceptible to the influence of framing. When we’re faced with decisions, especially under a short timeframe or information overload, our brains often opt for the path of least mental effort. This means the framing of choices can steer us toward one option over another, basically because it seems easier or more appealing at first blush.

First a little history

The concept of the framing effect was pioneered by Daniel Kahneman and Amos Tversky in the early 1980s. Ya know, the '80s. Parachute pants, breakdancing, Madonna! Well, these two psychologists demonstrated through different experiments that people's preferences can be greatly influenced by whether options are framed in terms of potential losses or potential gains. This opened a window into the human psyche. We like to think that our decisions come from calculated analysis or examining rational outcomes, but we are deeply influenced by our own psychological underpinnings. Their work laid the foundation for numerous applications across fields like economics, politics, healthcare, and marketing. It’s a powerful tool in shaping not only individual decisions but also public opinion.

So why talk about it here? Why does it matter for our merry little band of people trying to be productive, lead teams, or are interested in getting more done?

Well, since framing can shape how information is perceived, it consequently can shape how decisions are made and actions are taken. By understanding and applying the framing effect, we can influence team dynamics and individual performance. Subtle shifts in framing can lead to improvements in how we manage tasks, organize our work, and lead our teams.

Influence on team direction

When it comes to making decisions as a team, the way options are presented really matters. But Derek, isn’t this all just manipulation? I’d argue it's about understanding human psychology in a way that can foster better collaboration and help make more informed choices, particularly when it comes to positive framing. But ya know, tomato/tomato.

For example, if your team is faced with a tough deadline and you frame the situation as, "We're at risk of missing our deadline unless we make drastic changes," the team might feel panicked. But if reframed positively as, "This is an opportunity for us to lock in on what is truly important," the team's mindset shifts. Challenges often feel daunting, but they don’t have to be. A change in perspective can show that every challenge is an opportunity waiting to be discovered and taken advantage of.

Risk is another area where framing really matters. For instance, a team might be more willing to adopt a new technology if the potential increase in productivity (gain frame) is emphasized, rather than focusing on the cost (loss frame).

Sporcle went through this many years ago when it came to paying for Slack. We were a much smaller company with a small team, but as we grew, we needed a better way to collaborate. The risk of opening up our checkbook was scary. Slack can be expensive and we are always cost-conscious. But when we discussed this as a leadership team, we were able to frame the discussion as an opportunity to communicate rather than a hit to the bottom line. We realized saving money (in this case) was actually costing us more in our inability to communicate. Positive framing helped us get there.

Influence on task management

People are more likely to prioritize tasks framed as important to the success of a project (positive framing) versus tasks presented as routine or as avoiding negative consequences (negative framing). For example, QA and testing can be mundane. If testing is framed as, “We need to address bugs to prevent customer complaints,” it could make the team feel pressured or even resentful. But framed as, “Incorporating this feedback strengthens our product and helps us lead the industry in quality,” can be downright inspiring. I mean, it’s no Dead Poets Society, but it’s still pretty good.

A while back, we had people scripting on Sporcle. That’s a big no-no. I was bitter about the disruption to our engineers and the delays in our backlog. A senior engineer pointed out that people scripting are actually finding flaws in our architecture. They are helping us by pointing out gaps that we need to address. And while I’m never happy about malicious intent on our site, I certainly have a different perspective on it when it does happen. That is framing at work!

But framing can have a downside

Framing does have some pitfalls, however. Always trying to paint every challenge in a positive light or as an opportunity for growth can get old. If you are always the cheerleader, people may find it hard to take you seriously. Sometimes (in fact, often) you need to acknowledge hardship before you can begin to lead.

People might also use this power to their advantage. Whether it’s positive or negative framing, it can work against you. Be mindful of phrases like "avoid failing," "last chance," or "don't miss out" – these are designed to create urgency or anxiety. Often, people have biases about decisions. Notice when two options are presented, but there's a subtle push towards the second one. This is a tactic using framing and recency bias to sway your choice. It’s okay if you agree, but make sure you’re aware and making informed decisions on your own.

In conclusion

Wrapping your head around the framing effect can really change how we make decisions, lead teams, and handle tasks. It really shows just how much the way information is presented affects our choices. By understanding the power of framing, we can steer outcomes better in both our personal and work lives. But remember, it's important to balance positive framing with honesty and transparency to maintain trust and credibility. Knowing how framing can be used both for and against us helps us make more informed decisions. Whether we're tackling challenges or spotting opportunities, how we frame our options can make all the difference.

One more thing…

It’s been a week, y’all. We are still dealing with the flooded basement saga, planning for nationals (see below), and oh, that little thing called work. Ya know, the J-O-B that tends to dominate things. And it is easy to feel overwhelmed. But I am lucky to have people in my life that help me keep my head up, remember it could be worse, and find gratitude in all the little things. My hope for you is that no matter how crazy life seems right now, you can do the same.

Oh, and also, a few weeks ago I gave a plug to support my daughter’s high school ultimate team raise money for their trip to nationals. They are in the final push, so if you have anything to spare, consider making a donation to help them get there. Please and thank you.

Happy Memorial Day and as always, thanks for reading the Rabbit.