This is a great point... a "framework" is something an auditor or analyst would use, a "mental model" is something an entrepreneur or disruptor would use, even though they're possibly referring to the same thing...
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5/ In other words, ‘mental model’ is often a way to sound more insightful (without actually being more insightful) because if you say ‘framework’ everything sounds less sexy.
This is what a fad looks like. Presumably ‘frameworks’ were as sexy a few decades ago.
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