PITCH ANYTHING60-SECOND BOOK BRIEFS

BY OREN KLAFF

Oren Klaff has written the book Pitch Anything to give us a strategy for, well, pitching anything. Here’s what you need to know.

First, understand how the brain works. It responds most readily to messages sent to the reptilian (or croc) brain. It likes messages that are simple and unexpected.

Second, you need to be a master of “frame control.”

When you come up against the power frame -

where you encounter

arrogance, rudeness, or

something that feels like it…

…you’ll counter with the power-

busting frame by perpetrating a “small denial”

or acting out some type of

defiance.

When you come up against the time frame - when the attention level in the room drops - you’ll counter with the time constraining frame by setting your own time constraint and wrapping up the pitch.

ZZZZZZZZZ

When you come up against the analyst frame - when somebody in the room starts to take a deep dive on the technical details - you’ll counter with the intrigue frame by telling a brief but relevant story that includes you.

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