The user fantasy frame is the set of desires, beliefs, and self-perceptions that a user brings to any encounter with a product in your category. It has four components: **Identity**: how the user sees themselves, or wants to see themselves. For a startup founder in 2013, identity included being efficient, sophisticated, and operating like a larger company despite limited resources. A product that connects with that identity gets a very different reception than one that doesn't. **Myths**: the widely held beliefs about the category that the user carries; not necessarily true, but treated as true until challenged. In 2013, "chat is not professional" was a myth. It shaped how any chat-based tool was received before a single message was sent. Today that myth no longer exists; it was dismantled, partly by Slack. **Grudges**: the specific frustrations and resentments the user has with the current state of things. Long internal email chains that pulled everyone into a thread and destroyed productivity was a grudge. A product that promised to eliminate that grudge had an emotional hook that went well beyond feature comparison. **Fantasy**: the specific version of the future the user desires; the thing they want but don't have. A team that moves fast, communicates cleanly, and doesn't waste time in email threads was the fantasy. Not a vague aspiration; a vivid picture of how things could be. Pull happens when a product's meaning enters the fantasy frame: when it connects with the identity, addresses the myths, removes the grudge, and makes the fantasy feel reachable. This is not manipulation; it's alignment. The product is offering something the user already wants. The meaning is the bridge between the product and the desire. See also: Pull, Desire, Conviction, Symbolic Engineering — Psychoanalysis.