“Frames also help us to learn from single experiences and come up with general rules that we can apply to other situations—including ones that have not yet happened. They enable us to know something about the unobserved and even the unobservable; to imagine things for which no data exists. Frames let us see what isn’t there. We can ask “What if?” and foresee how different decisions might play out. It is this ability to envision other realities that makes possible individual achievement and societal progress.”