What yardsticks (how we measure the question) and reference points (key measurement benchmarks) do we use to measure success?
What metaphors do we use in thinking about this issue? Why?
Why do we think about this question this way? What training or experience frames the way we view the world?
What does the frame emphasize? Minimize? Why?
Do other people in our profession think about this question differently? How? Why? Are their frames successful?
