The role of perceptual frames and reframing in the context of the shifting demand for goods and services is explored. The case of Alstom Transport's building of the Pendolino tilting train for Virgin Trains' West Coast Mainline route is used as an example of how framing and reframing can be a key management tool in contexts where customers are driving new strategic directions in the delivery of goods and services. We see the successful management of transitional projects (projects which depart from existing knowledge and capabilities to deliver transformed goods and services) as dependent on the ability of project managers, and other key actors, to reshape and realign existing perceptual frames. The paper examines the difficulties of so doing.