Pitch Anything

The frame is like a picture of what you want the interaction to be about. And the most powerful thing about frames? There can be only one dominant frame during any interaction between two people.

When two frames come together, the stronger frame absorbs the weaker frame.

There is a fundamental disconnect between the way we pitch anything and the way it is received by our audience.
As a result, at the crucial moment, when it is most important to be convincing, nine out of ten times we are not. Our most important messages have a surprisingly low chance of getting through.
You need to understand why this disconnect occurs in order to overcome it, succeed, and profit.

How similar is your idea to something I already know about or to a problem I have already solved?”

If audience members discover that the answer is close to what they had earlier guessed, they wil mental y check out on you. They wil experience a quick ping of self-satisfaction at the moment of realization, just before they mental y check out.

But checking out is not just a catch phrase to describe drifting attention or wandering minds. Checking out, in this context, refers to something very specific: an extreme and nearly total loss of alertness, and this is exactly what you need to avoid

populated by fewer than 1,000 people, who were probably outnumbered by the jackrabbits. Now, 115,000 people live here. Think about that. We are deciding in this room, 50 miles away from the site, what wil be done with 1,000 acres of land in the middle of a community

of the better deals in the market

and the basic elements include 1. I have

This is why I have come to believe in—

and rely on—the idea introduction pattern, because, of al the ways to introduce an idea, it does the least to trigger threat avoidance in the croc brain

from this premise, in the pitch we want to create attention without threat

how it moved—to final y become the opportunity you have now identified and captured

out of here.”

Doing it this way puts the target at ease. It shows that you know what you’re doing and that you’re a pro. Anything can be pitched in 20 minutes by a pro. It al