The Fair-Frame or Fair Trade Frame is a sensory or listening and looking construct comprised of four archetypal or universal ideals: truth, justice, value and harmlessness. Keep the Fair-Frame in mind whenever there is a potential for transaction. Remain alert to spontaneous storied communications that come up at the time of this transaction. For example if you are with a sales person and he or she relates a seemingly irrelevant story about something that happened on the way to work. Pay very close attention to that story’s theme. It is very likely that this theme holds meaning for the transaction at hand. I call these meaningful stories "Telling Tales", communication patterns from the adaptive unconscious, which appear in all sorts of sales situations and advertising. An understanding of these dynamic patterns will give anyone an edge. The Fair-Frame is a marketplace equalizer.