This chapter investigates the relationship between standardization and the sociologically derived concept of ‘market framing’. Much standardization research focuses on the coordination of actors. The role of standards in the development of new innovations raises questions about how to coordinate without hindering creativity and variety, and at the same time helping to increase selection efficiency in technology implementation. This chapter argues that the coordination role of standards is also very important in the framing of new markets. It demonstrates this with the findings of an ethnographic study of standardization initiatives for nanotechnology which illustrates many of the problems and issues for using standards to establish markets for radical new technologies.