Once a client goes to RFP, the solution is already framed. Most of the subsequent conversations revolve around meeting the RFP requirements rather than why the request was written in the first place. It’s similar to framing a question through a hypothesis. The array of options narrows depending on how the questions or potential outcomes are structured. This concept applies across domains. Transforming a business is different than implementing a technology. In investing, avoiding losses may be different than seeking gains. Providing health care is different than maintaining health insurance. (This is commonly missed in the ongoing U.S. health care discussions – think of it as the difference between getting across town and possessing a vehicle with an extended warranty. There’s a big difference.). In childcare, ‘Would you prefer juice or milk?’ is a different frame than ‘What do you want to drink?’. If you want debate, creativity and multiple paths, tend toward open-ended questions, blank pages and a large frame. If you want limits, control and a more prescribed answer, keep the frame as small as possible.