What would you call a person who influenced your thinking without you even noticing this? A magician? No. A juggler? No. An illusionist? No. He/she is the one who uses a powerful behavioural technique known as framing. We may think that we are the rational creatures and that we can make sound decisions based on all the available facts. But the reality is that we all have a slew of cognitive biases that can influence our thinking and one such powerful bias is known as framing.