The idea that is presented in a frameboard is part of the frame, but is not the frame itself. It represents the frame – a way of seeing the situation at hand - and it enables you to reflect on the frame. Allowing you to ask questions like, 'is the frame fruitful or not?' A well-presented idea (‘The hardship of food ideals’) has much more expressive power to present a frame (‘diets’) than an extensive description of the frame (‘exhibition on diets, in which we show the differences between the diets, impact on the world and what it means to those involved’). The presented idea embodies a larger frame.

Consequently, a decision on which frame to develop more in-depth does not automatically mean choosing the specific idea. The idea presented is not the final solution: the real design process has yet to begin. In fact, it is possible to reject the idea whilst embracing the frame anyway. You might like the perspective and dislike the  quickly produced embodiment of it. Or, it simply isn't good enough- yet.