Every business and brand suffers from at least one mind trap impeding them from owning a more meaningful and profitable place in the world. Within The Rise Framework Doug Harrison identifies 10 of these mind traps that business owners and sales professionals should actively avoid when presenting themselves to customers or clients. Mind traps that harm a brand occur when individuals operate from a "first-person" mindset, focusing solely on their point of view and what they can offer a customer. According to Doug Harrison, business professionals must develop a "third-person" mentality that deeply empathizes with others and builds around the conclusions drawn by their audience. Companies lose many prospective clients by being an OverExplainer, Copy Catter, Feature Lister, Glorifier, Tactician, Day Jobber, Pillar Pitcher, Defender;Schmoozer, or Interrogator. Within The Rise Framework, business owners and sales professionals will learn how to solve these mind traps through The Rise Framework--an approach that replaces worn out elevator pitches and generic marketing with an inspiring tiered explanation of a brand's unique distinctions. Harrison's approach is defined by its Promise, Pillars, Proof Points, and Power Plant; while it cites the evidence of ten case studies to illustrate how quickly sales, marketing, operations, and culture can be elevated when a brand realizes their full meaning and potential.