This isn't your average business podcast and he's not your average host.

This is the James Altiger Show.

Today on the James Altiger Show.

There's frames in every part of society, right?

We live in a socially constructed reality, meaning that there is the objective world that

exists, right?

That is like stones, air, H2O, right?

And then there is a world that is layered on top of it, of social agreement.

So the fact that money is valuable is a frame.

A lot of our relationships are built on frames.

Like, you know, the dreaded friend zone, right?

Is it just a frame that you're more of a friend than a lover?

And a lot of times, frames don't even just work in like context of conversation.

They're like the roles that people bestow upon you.

Any type of coronation process is to like have you ever been to graduation?

Like a whole graduation is a frame that what we're doing is really special.

But what you really did was go to college, you fucked off for four years and you studied

something and got some grades, but they make it seem...

Don't give me started on this.

Yeah, right, yeah, yeah.

The podcast could be really good for direction for three hours.

And we'll get more into what frame ritual is and how you structure this book, which I find

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