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Mental frames

... are structure that are represented in the brain by neural circuitry. Frames shape the way people see the world, and consequently, the goals they seek and the choices that they make.

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... avoid negative language.

Using negative words will activate and strengthen your opponent's frames and undermine your own views.  Successfully arguing a point requires you to establish your own frames and use language that evokes images and ideas that fit the worldview you want. 

They are extremely powerful, because most of our actions are based on the unconscious and metaphorical frames we already have in place. And once a frame is in place, the boundaries of that frame and the associations of that frame are all taken into account in our decision making.

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An analogy is a tool

Analogies are arguments that operate unnoticed. Like icebergs, they conceal most of their mass and power beneath the surface.

Analogies are also used in innovation and decision making. For instance, the "bicycle for the mind” that Steve Jobs envisioned as a Macintosh computer.

The other side of the coin

If you choose to value something in your life, you are also choosing the other side of the coin, which is the failure of that value, automatically.

No one can just choose to take the good while not taking the bad.