Pitch Anything Book Summary - Pitch Anything Book explained in key points

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Pitch Anything summary

Name: Pitch Anything
Rating: 4.3 (247 reviews)
Author: Oren Klaff

Oren Klaff

An Innovative Method for Presenting, Persuading, and Winning the Deal

4.3 (247 ratings)

17 mins

Topics

Negotiations Presentations & Public Speaking

Table of Contents

Pitch Anything
Summary of 9 key ideas

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Key idea 1 of 9

You must tailor your pitch to the audience’s croc brains.

Everyone should learn to pitch ideas well. In every profession, from dentistry to investment banking, there comes a time when you must convince someone of something. Unfortunately, there is a gap between what we are trying to tell our audience and how they perceive it. To understand this gap and overcome it, we must look at the evolution of the human brain.

Basically, the human brain has evolved in three separate stages, resulting in three distinct parts: the primitive reptilian part, the croc brain, developed first. It’s a simple device primarily focused on survival and it can generate strong emotions, like the desire to flee a predator. Next, the midbrain developed. It allows us to understand more complex situations, such as social interactions. Finally, the sophisticated neocortex evolved, facilitating reasoning and analysis to understand complex things.

When you pitch, you use your neocortex to put into words the ideas you are trying to convey. Unfortunately, your audience doesn’t at first process these ideas with their neocortices. Instead, it is the audience’s primitive croc brains that receive the ideas and they ignore everything that is not new and exciting. Worse still, if your message seems abstract and unfathomable to the croc brain, it might perceive the message as a threat. This will make your audience want to flee to escape the situation.

This is why you must tailor your pitch to the croc brain. Since croc brains are simple, your message should be clear, concrete and focused on the big picture. You also need to ensure the croc brain sees your message as something positive and novel, which deserves to be passed on to the higher brain structures.

To secure your target’s attention, you must create desire and tension.

The one critical thing you need throughout your pitch is the attention of your target. To successfully attain this, research has shown that you must evoke two sensations in your pitch: desire and tension. Desire arises when you offer your target a reward, and tension arises when you show them they might lose something, like an opportunity, as a result of this social encounter. On a neurological level, this effectively floods your target’s brain with two neurotransmitters: dopamine and norepinephrine.

Dopamine is a chemical associated with anticipating rewards — desire. One such reward would be the pleasure of understanding something new, such as solving a puzzle. Thus, to increase the level of dopamine in your target’s brain, you must introduce novelty through a pleasant surprise, like an unexpected yet entertaining product demo.

To control a meeting, you must first establish frame control.

Different people will see any given situation from a different perspective or point of view based on their intelligence, ethics and values. These perspectives are called frames, and they dictate how we perceive social situations such as meetings and sales pitches. Frames also determine who controls those situations.

When two people meet, their individual frames crash into each other. Only one frame can survive such an encounter — the stronger one. For example, let’s assume a cop pulls you over for speeding. He has a strong moral-authority frame and you only have a weak “I’m so sorry officer”-frame. It is clear that when your frames clash, his frame will prevail. This means he will control every aspect of the encounter: from its duration to its content and tone.

You will often encounter the power frame, time frame and analyst frame, hence you must know how to counter them.

In a pitch or sales meeting you will often encounter certain archetypes of frames, and it is important you choose strong with which to counter them.

Typically, your target will use the power frame which exudes arrogance. You must not do anything that validates the other person’s power. Instead, use small acts of defiance and denial to bust the frame; for example, by yanking your presentation material away from the target if they do not seem to be taking it seriously.

Use prizing to make the target seek your acceptance.

The most important frame you should be able to use is the prize frame, as it works in a variety of situations against many opposing frames.

Typically when you’re selling something or pitching an idea, your target will tend to see their money as the “prize” of the meeting, something you have to fight for. You must reframe the situation so that you are the prize and they would be lucky to do business with you.

Stack frames to trigger hot cognitions.

Contrary to popular belief, we are more prone to making choices instinctively than through rational analysis. In fact, we often make a decision about something before we even fully understand it and only later come up with reasons for that decision. These gut calls are called hot cognitions, whereas the decisions arrived at through rational reasoning are known as cold cognitions.

After you’ve introduced your big pitch idea, you want to trigger hot cognitions within your target. These will make him or her want what you have to offer in mere seconds, instead of analyzing your pitch for days to reach a rational, cold decision. You trigger the hot cognitions by stacking frames, meaning you introduce multiple frames in quick succession.

Don’t be needy – make the target chase you.

Neediness, otherwise known as validation-seeking behavior, is a sign of weakness and it can be absolutely fatal to your pitch. If you act needy, the audience will sense you are weak and their primitive croc brains will classify your proposal as a threat – to their money. This can easily push you into a vicious cycle where the audience becomes more and more distant due to your neediness, which in turn makes you anxious and even needier!

To negate neediness, you can use a simple three-step formula based on the movie The Tao of Steve, where the protagonist, Dex, follows a pseudo-Taoist philosophy to pick up women.

To pitch effectively, you must attain situational alpha status.

Status plays a vital part in any social encounter. In any meeting, a dominant member known as an alpha emerges, while others take subordinate beta-positions. It is very difficult to be persuasive from a beta-position; hence, you must grab alpha status.

Though some elements of status, like your reputation or wealth, are quite stable, situational status can vary immensely; for example, while a successful surgeon has considerably higher social status than a golf teacher, the teacher is still the alpha during a golf lesson.

Keep your pitch short and simple.

Before you begin any pitch, let your target know you will keep the presentation short. This will put them at ease. When Watson and Crick presented their Nobel Prize-winning idea of the DNA helix, they only needed five minutes. If you know what you are doing, you can pitch anything in twenty.

Start your pitch by introducing yourself. This does not mean rattling off your entire résumé but just outlining your greatest successes, like projects where you really did something impressive.

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What is Pitch Anything about?

Pitch Anything (2011) introduces a unique, new method for pitching ideas. Through psychology, neuroscience and personal anecdotes, Klaff explains the tactics and techniques needed to successfully pitch anything to anyone.

Who should read Pitch Anything?

Anyone whose job involves selling products or ideas
Anyone trying to raise money from investors
Anyone interested in a method of persuasion based on neuroscience and psychology

About the Author

Oren Klaff is an investment banker who has raised over $400 million of capital over the past 13 years, and continues to do so at a rate of two million dollars a year. He has accomplished this with his unique pitching method, which he developed over years of trial and error after he tired of the usual weak sales techniques that did not produce results and seemed more like begging.

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