I went through part of my life thinking I needed to "work hard to make it".
Work hard to be successful.
Work long hours.
Outwork the other people.
Then I decided to change the story or in other words "the frame" of this whole idea.
The frame is the beliefs and assumptions. It's what you define as success. It's what you believe you can do, can't do and what you should and shouldn't do.
Instead, I changed it to: enjoy the process, have fun and be patient.
Still working the same hours.
Still working "hard".
Still working better then most people.
But I changed the narrative into something that is fun. That has less pain and friction.
You can do the same for your customers.