How To Instantly Get People To Listen To Your Ideas: One Big Secret From “Pitch Anything” by Oren Klaff

July 27, 2020

WARNING: Reader Discretion Is Advised…

You know those “gut instinct” moments when you discover something that you KNOW will change your life?

It’s those insights that dramatically change the way you look at the world — or yourself — for the better…

Odds are you’ll have a moment like that when reading Oren Klaff’s book, “Pitch Anything.” 

Oren is a world-renown author and pitch expert when it comes to helping companies raise big capital…

When a million-dollar — or even billion-dollar — project needs money…

People call Oren to make the pitch.

Whether or not you think you’re in “sales” isn’t important…

Because the book is all about how the brain receives new ideas…

And while most of the stories are about high stakes business pitches…

The underlying principles still apply if you are a person who has any desires in life.

You are? Great. 

The opening lines share the “big idea” ⬇️

“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.”

There’s a dizzying amount of great insights in the book…

But I’ll focus on one concept: 

The Crocodile Brain

Most people think that communicating through words works like copy and paste…

You think to yourself: “I’ll just explain my idea logically, then they’ll understand what I’m talking about, word for word.”

This is wrong.

The reason has to do with the structure of the brain and our evolutionary past…

The brain has three parts:

  • The “Crocodile” or “Croc” Brain
  • The Mid Brain
  • And the Neocortex
pitch anything oren klaff
 

The “croc” brain — also known as the “lizard” brain — is the silent puppeteer in charge of our behavior most of the time…

It helps maintain basic bodily functions like breathing and heartbeat…

But it’s also responsible for helping us stay alive by alerting us to DANGER and NEW CHANGES in our environment…

If at this point you’re still reading…

Chances are you were initially intrigued by the mysterious:

“WARNING: Reader Discretion Is Advised…”

…at the beginning of this post.

Fear… Uncertainty…

This is the croc brain at work.

It grabs you, shakes you, and says “Whoa there… pay attention here… WTF is this?!”

Unlike the mid brain, which decodes complex social dynamics and status hierarchies…

Or the neocortex, which is responsible for conceptual thinking and abstract problem solving…

This base structure (which gets its name from resembling the brains of our very distant reptilian cousins) came long before these higher level functions…

And it helped humans survive for millions of years by asking:

Is this situation a threat to my immediate survival? Is it new and exciting? Or can I just mark it as “spam” and move on?

This is because the brain has an unwritten law of survival: 

DO NOT send anything up to the neocortex for energy-draining problem solving unless you come across something totally out of the ordinary that could:

  1. Kill Me
  2. Help Me

Like the ground floor of a high-rise office building…

The croc brain wants to process you through security and confirm you’ve got an appointment BEFORE sending your idea upstairs…

Because a great pitch is about getting and keeping attention.

Your pitch is developed and delivered from your own neocortex, but it isn’t immediately processed in your listener’s neocortex…

It has to make its way up the different stories of your brain’s “building.”

So you need to grab attention by positioning your idea as something new, urgent, and unique.

IF you can do this & make it to the “lobby elevator” to head up…

Then you’ve got a shot at closing the deal, whatever your “deal” may be.

Learn how to get and keep attention: Pitch Anything on Amazon

© 2020 – Michael J. McGovern