To frame is to make a mental model that enables us to make sense of new situations. Frames guide the decisions we make and the results we attain, and despite advances in A.I., only humans can do it. It is a more powerful and flexible concept than we may realize, and so this wide-ranging guide examines why advice to "think outside the box" is useless, how the #MeToo twitter hashtag reframed the perception of sexual assault, and the disaster that resulted from Covid-19 being touted as equivalent to seasonal flu.