"It's not what a movie is about, it's how it is about it." - Roger Ebert
applies to every creative project
Hooks are over-rated. Frames are under-rated.
Hooks are about the words you write. Frames are about how you're going to make the idea relevant.
Standard frame: "Here are ten things I learned about being funny from Hasan Minhaj."
New frame: "How Hasan Minhaj's approach to… Show more