What's that? Is it some sort of group mood? How do I attain it?

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You miss every shot you don't take.

the frame is the meaning behind the interaction

the thread is current topic of an interaction,

so lets say, someone is talking to some girl, he starts teasing her telling her that if they got married, she'd have to make him sandwiches all the time while he just sat on a couch and watched tv and got fat, day and night she would have to make sandwitches, so he starts listing off all the sandwitches he loves

the thread is about sandwitches

the frame is guy flirting with girl

The meaning behind something which is happening like pump said.

For instance if you're in a bar and you see a guy knock another guy out your frame is "what an asshole" But later the doorstaff tell you that a guy pulled a knife and tried to stab an HB and every body ran except one guy who tackled him and sparked his lights out with a knock out punch. Then the same guy who was previously an "asshole" is now actually a hero. The same thing happened; he knocked a guy out but in the first the frame he was an asshole and the second frame (the true one) is he is a hero.

In PUA girls like to set the frame that you are selecting them and they decide if they want you. You need to flip the frame that it's you who decides as THEY are auditioning for you and you are the decider.