Pretty good book. Seems like the authors fall into a long line of those wanting to create a catchphrase for leadership (i.e. Kouzes & Posner, Tichy, etc.).
The reframing concept is incredibly viable if one keeps in mind that the frames don't operate in a vacuum. They are related and affect one another. I especially enjoyed the last few chapters where the “act” of reframing was tied together.
I would definitely recommend this book to anyone interested in organizational cultures - leading, forming, revising, etc.