So important. So poorly done. In our headlong dash to come up with ideas/solutions this step is often overlooked. I'll post more on this subject (and techniques to help re-frame) but for now take a look at the post below from the excellent Before & After blog. Incidentally, Tom Monahan's book "Do it Yourself Lobotomy" is both a stimulating and entertaining read. Essentially, how a challenge is framed is the way it is described/depicted which then determines how you understand or interpret the particular situation or challenge. Words are clearly a major factor in this.
Have a look at the impact that just one word ("might") can make to your approach to a challenge.