Reframe (rė`frām)

Even the PR guys in downtown Wellington get it now.

Key Concept : reframing is interactive and iterative and is a process of gradual reorientation of attitude and perception = create a new story that has elements of each story line (Bernie Mayer)

It's also a peel the onion concept,
1. first you detox wordstrings
2. then you attempt definitional reframes
3. last, the brave and sensitive few find a new metaphor to enable the parties to change their lens ......huh??