If you change the way you look at things, the things you look at change.

In an apocryphal story, there were limited photographs that were available for an election campaign of a presidential candidate, and the rights for the same were held by an agency. The quandary was that the campaign was running low on budget and they could not afford to pay the hefty syndication fee of the agency. The main spinmeister on the account soon figured out a way and wrote to the agency saying that since they would be using the photo for the upcoming campaign, the same would result in a lot of publicity for the agency -how much would they be willing to pay? As a result of this “Reframed perspective “the campaign was allowed to use the photographs free of charge!

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