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This presentation will explore the use of framing and reframing to shape values and beliefs of an organization. The presenter will describe how this process can be used to conceptualize ones organization and guide the development and implementation of the practice itself. Discussion will focus on the importance of developing language that fits the organizations worldview and using this language to evoke and carry ideas. An overview of how this approach differs from traditional patriarchal models will be presented. The professional rewards and challenges of applying this process will be discussed. Finally, an exemplar will be provided that focuses on how to move from the conceptual underpinnings of the organization to reframing the service provided based upon a reconceptualization of ones practice that provides conceptual clarity, directly applies ones values into practice, and focuses on the human need for well-being will conclude the presentation.