Pitch Anything by Oren Klaff

12 minute affiliate marketing

We have already noted in other summaries the challenges we face between two parts of our brain: the amygdala collectively called the crocodile or lizard brain and the neocortex, our young thinking brain. The croc brain is used for instant decisions: Fight, Flight or Mate. Then we pass things to the neocortex for more detail.

In his book – based on 10,000 hours of development experience – Oren Klaff suggests this brain entered conflict is the main reason why our pitches fail. He claims 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.

We base our presentations on facts assuming that our audience will be using the neocortex, but they are processed by the crocodile brain instead. No pitch or message is going to get to the logic centre of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult.

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