In a blog post on his website, author and speaker Bob Burg reflected on how framing interpersonal exchanges can prevent unnecessary conflict and foster better relationships.

“To the degree we can keep unnecessary conflict from manifesting in the first place, that’s the degree to which we increase our interpersonal effectiveness,” Burg wrote. “We do that through consciously setting a frame of kindness and collaboration.”

The idea of “framing” refers to the tone and context established at the beginning of any interaction—something Burg argues can be set proactively rather than reactively.

“When you set the frame positively,” he explained in the same post, “chances are excellent it will be accepted by the other person, even if unconsciously. This leads to significantly more productive and peaceful interactions.”

Burg’s message aligns with broader themes of resilience in communication—where preventing friction can create more durable and effective relationships, especially in high-stakes or high-stress environments.

Burg is coauthor of The Go-Giver, a business parable that advocates for value-driven relationships and service-oriented leadership. He speaks internationally on influence, sales, and building trust in business.