As used in the book, "framing" refers to how a person through speech, culture, etc comes to interpret their experience. For example, business competition might be interpreted through the frame of "sports" (i.e. "get your head in the game","teaming").
The Art of Framing is not a comprehensive linguistic analysis of framing. While attempting to aid business leaders, the book also isn't a theoretical analysis of leadership communication. Instead, the book strives to clarify and explore (very) casually the role of framing in business leadership contexts without delving beyond everyday concepts---as in, this is not a sociological or rigorous psychological analysis. The book is written for laymen and is meant to provoke thought and inspire self-development. I recommend this text as a starting point for people trying to improve their communication skills.
As a side note, I've never written a review and don't unless I have a really good reason to. However, I felt compelled to in this case because, prior to my entry, The Art of Framing had a 1-star rating. This book without question does not deserve that low a score----writing style alone should give the author at least 2-stars. It's well written and, because it is also effective at what it's supposed to accomplish, I gave it a 4-star rating.