Introduce tension, a clear stakes-driven conflict, and a resolution. Keep the narrative moving quickly to prevent the buyer's attention from drifting. 3. Revealing the Intrigue
Understanding this three-brain system explains why traditional pitches so often fail.
In Pitch Anything , Oren Klaff argues that traditional pitching methods—relying on data dumps, feature lists, and polite deference—are broken. Through the lens of neuroscience and evolutionary psychology, Klaff introduces a method designed to bypass the analytical "neocortex" and appeal directly to the decision-making "crocodile brain" of your audience. Introduce tension, a clear stakes-driven conflict, and a
Start identifying frames in everyday life. When a coworker asks for something urgently that isn't, reframe it.
Most presenters build pitches using their own Neocortex, loading slides with abstract data, financial projections, and dense text. However, the audience receives this information with their Crocodile Brain. Start identifying frames in everyday life
Achieve the hookpoint by showing that your solution provides a clear competitive advantage, a barrier against market threats, or access to an exclusive opportunity. Once hooked, the audience moves from analyzing the pitch to wanting the deal. 6. Getting the Decision
Introduce yourself, establish your frame, and state how much time you have. rehearsing a script
To keep the Croc Brain engaged, you must create "tension." This is done through intrigue stories—narratives that you start but don’t immediately finish. This creates a cognitive "open loop" that forces the prospect to pay attention until the end. 4. Offering the Prize
The fundamental flaw is one of target mismatch. When a pitcher speaks to an audience's rational, logical mind (the neocortex), the listener is not processing that information with that part of their brain. Instead, all incoming information is first filtered through the most ancient part of the brain: the "crocodile brain." This primitive region, responsible for survival, is simple, automatic, and always on alert. As Oren Klaff explains, this "croc brain" is easily bored, suspicious of anything complicated, and only passes along information that is new, exciting, and non-threatening.
The traditional pitching approach typically involves creating a lengthy PowerPoint presentation, rehearsing a script, and delivering it to a room full of potential investors, clients, or customers. However, this approach often falls flat, as it fails to engage the audience, convey the value proposition clearly, and address the concerns and needs of the decision-makers.