The frame matters more than the picture.
Javi Zavala
Change the frame in any paiting and I'll asure you it will look like it has a different price.
"The game is perception. Control the frame, and you control the outcome."
Rule number five: The frame matters more than the picture.
Funny enough, I learned this from Dan Bilzerian’s book The Setup. Iman Gadzhi told me to read it when I met him in Cape Town back in 2023.
At first, I thought it would be all fluff and flex. But there was one idea that stuck: the setup is everything.
You start realizing business is just chess. And most people are only thinking one move ahead. They’re focused on the product, the website, the caption.
But the top players? They’re thinking five moves ahead. How does this product look? How does my life look? What story am I building in other people’s heads?
It’s not about faking it. It’s about positioning. About packaging. About knowing exactly what you want others to believe, and building the frame that makes them believe it.
Your setup is your leverage. Whether it’s the way you present your offer, your lifestyle, or even the words you say in a pitch, it all frames how people react.
So here’s the rule: build your setup. Craft the frame. Get the leverage.
