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I use frame analysis to understand how principals in three high-poverty elementary schools interpret the challenge presented by the Common Core State Standards and how the framing process mobilizes action among teachers.Principals play an important role in defining the nature of the challenge presented by the CCSS and supporting teachers in responding to this challenge. My findings suggest that principals who frame standards as a challenge that requires teacher learning about pedagogy and content rather than implementation of curriculum or general pedagogical approaches may be more successful in mobilizing teachers to revise their instructional practice to align with standards.