In today’s dynamic business landscape, the effective communication of a new venture’s value proposition and innovation is critical for its survival and growth. In this study, we explore the role of framing strategies as an effective approach for new ventures to communicate and clarify the unique features of their innovations to potential customers. Our research delves into 58 new ventures operating at different stages of the organizational lifecycle (i.e., conception, commercialization, or growth phases). We identified three framing strategies, including innovation clarity and brand positioning, product value communication and trust building, and organizational adaptability and legacy building, which can be utilized throughout all phases of the organizational lifecycle. However, our findings reveal that the dominance and focus of these frames shift as time progresses and can be influenced by the type of innovation, whether radical or incremental. The insights provided by our integrated framing strategies enable new ventures to strategically adjust their framing approaches according to the evolving challenges over time. This adaptability ensures that framing endeavors remain responsive to the changing needs of potential customers and the market dynamics of the venture.