If you’re a family business researcher (or just someone who's tried explaining their research to the neighbor), you know how tricky it can be to convey your work in a way that resonates.
Let’s talk about the art of framing, the process of shaping how people interpret information.
Framing isn’t just about telling a story; it’s about meeting your audience where they are. The tools you use to explain family business dynamics in the classroom, or even in journal articles, can make or break your ability to connect with students, fellow academics, or even a room full of skeptical industry practitioners.
But here’s the thing: Not everyone processes information the same way.
Let’s have a look at the “Six Americas” study from the Yale Program on Climate Change Communication. Although focused on climate change, it gives us a blueprint for understanding the diverse ways people respond to a message. Pair that with Matthew Nisbet’s work on framing science for different audiences, and we’ve got ourselves a solid framework for improving education and dissemination in family business research.
A Quick Detour: The Six Americas of Climate Change
The Yale study breaks down Americans into six groups based on their attitudes toward climate change:
- Alarmed: “We’re all going to die unless we act now!”
- Concerned: “This is serious, but I’m not sure what to do.”
- Cautious: “Meh. I’m not convinced, but I’m listening.”
- Disengaged: “Climate what now?”
- Doubtful: “Isn’t this a problem for future us?”
- Dismissive: “Global warming is fake news.”
Each group interprets climate data differently, depending on their beliefs, values, and even how they feel that day. The takeaway? A single message doesn’t cut it. Tailoring how you frame your information can determine whether you’re received with nods, confusion, or definite eyerolls.
Understand the Frames of Reference
A “frame” is essentially the mental lens through which someone interprets information. Think of it like sunglasses: one person might wear rose-tinted glasses (optimists!), while another has lenses tinted gray (pessimists, or maybe just realists). Nisbet outlines common frames that work across various topics, including:
- Economic Development: Highlighting financial benefits or risks.
- Moral Responsibility: Appealing to ethics or fairness.
- Scientific/Technical Uncertainty: Discussing gaps in knowledge or unresolved debates.
- Conflict and Strategy: Framing an issue as a battle between opposing sides.
How This Works in Family Business Research
Let’s say you’re presenting a study on succession planning. How you frame it depends on your audience’s dominant frame of reference:
- For Business Owners: Use the economic development frame. “A well-planned succession isn’t just good governance—it protects your wealth and ensures your business thrives for generations.”
- For Academics: Try the scientific uncertainty frame. “Succession planning remains understudied in multi-generational firms, which creates opportunities for innovative research.”
- For Students: Lean on moral responsibility and conflict. “What happens when a parent refuses to step down, or siblings fight over control? These stories reflect deeper issues of fairness and legacy.”
By aligning your message with the audience’s frame of reference, you increase the odds that they’ll not only hear your message but actually care about it.
Know the Emotional Triggers
Nisbet highlights the role of emotion in framing. Facts alone rarely change minds, what moves people is how those facts make them feel. That means finding the emotional core of your message and presenting it in a way that resonates with your audience.
For Different Audiences
- Family Members: Use stories of triumph or failure to evoke pride or fear. Example: “This family business survived three generations, because they planned ahead.” Or, “This bakery closed after 50 years, because no one wanted to have the tough conversations.”
- Industry Practitioners: Appeal to their sense of control. Example: “Succession planning isn’t just about avoiding problems; it’s about proactively building a business that outlasts you.”
- Students: Tap into curiosity or ambition. Example: “Wouldn’t you like to be the consultant who helps families avoid total collapse? This research gives you the tools to do that.”
Simplify Without Oversimplifying
Nisbet often stresses the importance of making science accessible without “dumbing it down.” This is especially critical when your audience lacks deep knowledge about your field. You want to distill your message into something clear, but not lose the nuance.
Practical Tips
- Use Analogies: Instead of jumping straight into governance structures, compare a family business to a race: “If the baton isn’t passed cleanly, the whole team stumbles.”
- Focus on Relevance: For practitioners, skip the long literature review and jump straight to the implications. For students, tie theoretical models to real-world case studies.
- Avoid Jargon: Terms like “familial socioemotional wealth” or “generational transitions” can be swapped for plain language: “family priorities” or “handing over the reins.”
Frame for Controversy or Collaboration
Some audiences thrive on conflict; others want solutions. Nisbet discusses how framing can either highlight controversy or foster a sense of shared purpose, depending on the goal.
Examples
- Conflict Frame (when you want attention): “Family businesses face a dilemma: Should the founder stay in control, or step aside to let new leaders innovate?”
- Collaboration Frame (when you want buy-in): “Successful family businesses are built on a shared vision. Let’s explore how families can work together to ensure a smooth transition.”
Choose your frame based on whether you’re aiming to spark debate or foster unity.
Leverage Identity and Values
Nisbet emphasizes the power of framing messages around people’s identities and deeply held values. If you can connect your message to who they are or what they believe in, you’re much more likely to get through.
In Practice
- For Patriarchs/Matriarchs: Frame around legacy. “You’ve built something extraordinary. Succession planning ensures it continues for generations.”
- For Sibling Teams: Frame around fairness and equality. “Planning together helps avoid conflicts and ensures everyone feels heard.”
- For Young Professionals: Frame around opportunity. “This is your chance to prove your leadership skills and help guide the business into the future.”
Bringing It All Together
Framing, at its core, is about empathy. It requires stepping outside your own perspective and asking:
- What does my audience care about?
- What language will resonate with them?
- How can I deliver my message in a way that feels relevant and compelling?
By applying these practices, you’ll not only communicate your research more effectively, you’ll also inspire action, spark curiosity, and maybe even turn skeptics into believers.
What Framing Isn’t
Before you run off to reframe every slide deck and syllabus, a quick disclaimer: Framing isn’t about manipulation. It’s about clarity. Think of it like this: If your research is a diamond, framing is the setting that makes it shine. You’re not changing the gem; you’re just making sure it catches the light in the right way.
Final Thoughts: The Classroom as a Lab
The classroom is your testing ground. Pay attention to how students respond to your framing experiments. Did they laugh at your cheesy anecdote? (Win!) Did they switch off halfway through your chart-filled lecture? (Time to rethink.)
Your students are a microcosm of the audiences you’ll encounter in the real world. Use them to fine-tune your approach, and you’ll not only become a better teacher but also a more effective communicator.
When you prepare a lecture, a presentation, or even a chat with a journalist, remember this: It’s not just what you say, but how you say it. And if all else fails, throw in a story about Cousin Bob sinking the family winery.
There you have it, framing, family business, and communication all wrapped up in one neat(ish) package.
Now go forth and frame responsibly!
Valentina Re
IFERA Executive Director
BTW, If you are interested in this topic and want to learn more, here is the main readings this blog post is based on:
Key References
- Matthew Nisbet’s Work on Framing
- Nisbet, M. C. (2009). Communicating climate change: Why frames matter for public engagement. Environment: Science and Policy for Sustainable Development, 51(2), 12-23.
- Nisbet, M. C., & Mooney, C. (2007). Framing science. Science, 316(5821), 56.
- Six Americas of Climate Change
- Leiserowitz, A., Maibach, E., Roser-Renouf, C., & Hmielowski, J. (2018). Global Warming’s Six Americas, September 2018. Yale University and George Mason University. New Haven, CT: Yale Program on Climate Change Communication.
- On Emotional Framing in Communication
- Lakoff, G. (2010). Why it matters how we frame the environment. Environmental Communication, 4(1), 70-81.
- Science Communication Frameworks
- Scheufele, D. A., & Tewksbury, D. (2007). Framing, agenda setting, and priming: The evolution of three media effects models. Journal of Communication, 57(1), 9-20.
- Nisbet, M. C., & Scheufele, D. A. (2009). What's next for science communication? The Scientist, 23(8), 38-43.
- On Storytelling and Education
- Gottschall, J. (2012). The storytelling animal: How stories make us human. Boston: Houghton Mifflin Harcourt.
- Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. New York: Random House.
- General Reading on Framing and Communication
- Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58.
- Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
