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In recent years,
Europe has been going through an economic

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and financial crisis in which the markets
have threatened to lose faith in the euro.

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One of the reasons for the crisis was Greece’s
massive deficit.

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Under the leadership of Germany,
the Greek government has been forced to make

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substantial budget cuts.

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Our actors will now play a scene in which
the German Finance Minister encounters a restaurant

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owner from Crete on a Greek television show.

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The restaurant owner asks the Minister to
explain why Greece is being forced to accept

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an austerity package that includes significant
budget cuts.

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There are three reasons for these measures.

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And the first one is obvious.

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Greece is spending much more money than it
is taking in,

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leading to deficits and high interest rates.

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And the government therefore needs to make cuts.

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The second reason is Greece’s poor tax culture,
which results in low tax revenues.

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The government therefore needs to improve
tax collection.

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And the third reason is Greece’s bloated
public sector,

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which consumes enormous resources.

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The government therefore needs to start privatizing.

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And we believe that these three measures will
help strengthen the Greek economy.

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But the situation is terrible.

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I used to own four restaurants,
but now I only have one.

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My daughter,
she used to go to university,

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but I cannot afford for her to go.

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Can you imagine how it is for us,
that she has had to sacrifice her future because

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because we have no money?

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I understand that things are hard,
but the Greek economy will only recover if

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the government implements a balanced budget,
improves tax collection and sells off public assets.

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For whom do you feel more sympathy in this
scenario – the Finance Minister or the restaurant owner?

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Our guess is the restaurant owner.

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This is because we are witnessing a clash
between two worlds.

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The world of the Minister and the world of
the restaurant owner.

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Between policy and real people.

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Between analysis and emotion.

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Between what is abstract and what is tangible.

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Between what is cold and what is warm.

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In this scenario,
the tangible,

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human,
warm,

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emotional world easily beats the Minister’s
abstract,

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technical,
cold,

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analytical world.

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The restaurant owner’s message is embedded
in a powerful emotional frame.

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In fact,
the restaurant owner has a monopoly on emotion

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in this particular scenario:
he is warm and emotional,

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while the Minister is cold and analytical.

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This clash between an abstract policy frame
and a tangible emotional frame is obviously

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a very common phenomenon.

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How do you reframe an emotional frame?

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How can you break the restaurant owner’s
monopoly on emotion?

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Reframing an emotional frame always involves
two steps.

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The first is to show empathy by indicating
that your opponent’s frame has touched you.

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She has had to sacrifice her future because
we have no money?

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Your story is very moving.

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I also have children – and we all want the
best for them.

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If a child is studying and doing well,
it makes us proud.

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We want them to complete their studies.

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There’s nothing I can do about your personal
situation,

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but I am deeply saddened by what you have
told me.

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This is empathy.

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Such empathy must obviously be genuine,
but the fact is that anyone who expresses

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their feelings is bound to feel sorry for
the restaurant owner.

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Empathy alone is not enough.

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If you only show empathy,
your opponents may rightly ask why they are

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not getting their way.

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The second step in reframing an emotional
frame is therefore as follows:

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I would also like to say something else.

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What matters to me is getting Europe out of
this crisis.

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I’m not imposing budget cuts for fun.

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I want young people to have better opportunities
in the future,

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including your daughter.

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I want the elderly to be able to look forward
to a decent old age.

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I want people of working age to have access
to professional growth opportunities and new jobs.

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These are the things I am fighting for.

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In this example,
the Minister explains why she is taking the

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measures.

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She reveals her underlying motives,
which all have an emotional component.

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By revealing her own emotions,
she is able to break her opponent’s monopoly

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on emotion.

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In conclusion,
it is possible to reframe an emotional frame

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by showing empathy and revealing your own
motives,

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values and passion.

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By following these two simple steps,
you too can break your opponent’s monopoly

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on emotion.

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Who wins when no one has the monopoly of emotion?

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Well,
that will depend on your political opinion

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and no longer depends on who has the smartest
framing.