Pitch Anything Summary

To pitch anything, you must seize control and command attention, planting your idea firmly in the mind of your audience.

1: Appeal to the Croc Brain First

The human brain evolved in layers, starting with the reptilian "croc brain," which focuses on survival and simplicity. This primal part of the brain acts as a gatekeeper for all information. If a message seems overly complex or unexciting, the croc brain dismisses it as irrelevant or views it as a threat.

When delivering a pitch, it's tempting to dive into logical arguments and data, but these are processed by the neocortex, the brain's analytical part, much later. The croc brain decides what gets through first. To appeal to it, your message has to be simple, engaging, and relevant to a basic need or perceived opportunity.

Simplify your ideas. Strip away complicated explanations and focus on what is genuinely exciting or novel. A pitch that feels heavy with details or overly abstract will be ignored or trigger resistance. Focus on clarity and create something appealing and new.

Examples

• Apple’s product launches spark interest by focusing on the "new and innovative," which draws in the audience’s croc brain.
• A successful ad shows an immediate problem—like splitting coffee on documents—and offers a quick, simple solution.
• A comedian grabs attention with a relatable, straightforward joke that plays on common experiences.

2: Create Desire and Tension

Powerful pitches tap into two key emotions: desire and tension. Desire motivates an audience by showing the reward they’ll gain, while tension drives urgency by highlighting what they might lose.

Desire happens when you offer something your target wants. Anticipating a reward triggers dopamine, the brain's reward chemical. Demonstrate how your idea will bring them something new or exciting, such as solving a puzzle or fulfilling a dream. Similarly, tension arises when stakes are involved. If the audience believes they might lose an opportunity or make a wrong choice, their brain releases norepinephrine, a chemical that heightens focus.

To evoke both, use push-pull dynamics. For example, momentarily withdraw a proposition or create a sense of urgency. This mental tug-of-war keeps the audience fixated on you and the potential outcomes presented in your pitch.

Examples

• A startup founder might say, “Maybe this project isn’t for everyone, but for investors who understand tech’s future, this is irresistible.”
• Car commercials routinely emphasize limited-time offers, creating tension around missing out.
• Real estate agents build desire by showing dream homes and tension by highlighting competing buyers.

3: Control the Meeting through Frame Control

Every interaction is shaped by the perspectives, or "frames," that people bring. When frames collide, the stronger frame dominates and sets the tone for the conversation. In any pitch, your goal is to establish control over how the interaction proceeds.

Frames represent different viewpoints or narratives, such as authority, expertise, or urgency. A power struggle between frames occurs in meetings, and to sway the direction in your favor, your frame needs to "win." A key tactic is diffusing dominant frames presented by others, such as dismissive authority or time constraints. Reassert your narrative calmly but dominantly by using defiance or humor.

For example, if a customer tries to dictate the meeting's focus by questioning minor details, redirect their attention by shifting to an intrigue frame—a compelling story or hook to command focus.

Examples

• A confident consultant might deflect by jokingly saying, “Let me finish this story before the auditors can critique it.”
• Responding to, “I have only ten minutes,” with, “Perfect, I need five!” rebalances power dynamics.
• A salesperson subtly redirects an overpowering client by emphasizing expert insights tied to results.

4: Flip the Script with the Prize Frame

Instead of chasing your target, position yourself as the prize. People value what they perceive to be hard to attain or exclusive. By switching the dynamic of who is pursuing whom, you spark desire and admiration.

Most pitches follow the assumption that the presenter is earning approval or permission. However, by presenting yourself or your idea as the sought-after entity, you reshape their view instantly. Demonstrate that your time, resources, or expertise is something others want too. This makes the audience work to earn your approval, a psychological trick that increases their investment in you.

For example, ask your audience to qualify themselves. Say something like, “Why should I pick you as my partner in this deal?” Watch as they try to impress you, flipping conventional dynamics.

Examples

• A luxury car brand demands potential buyers sign an agreement acknowledging special terms before purchase.
• An entrepreneur limits investment slots by saying, "We’re only working with a few select partners."
• A university admission process involving rigorous interviews ensures students see acceptance as prestigious.

5: Stack Frames to Overwhelm Rational Thinking

People make decisions based on gut reactions long before their rational mind catches up. Use "frame stacking" to create emotional momentum and bypass overthinking.

Stacking frames involves combining several narrative techniques quickly to hit emotional triggers. First, organize intrigue by telling an unresolved story or offering a teaser. Follow it with a prize frame, making your audience feel like they need to grab the chance. Then, add a time constraint to heighten the stakes.

By layering intrigue, desire, and urgency, you keep your audience emotionally engaged and increase their likelihood of accepting your pitch without prolonged analysis.

Examples

• A crowdfunding campaign sets the tone with a gripping story about its mission, adds a perk for early backers, and ends with a deadline.
• Closing a sales deal, a manager says, “We’re very selective, but those who act today get to lock in our early launch pricing.”
• A restaurant promotion teases a "secret menu item," sparking curiosity and urgency to visit.

6: Avoid Neediness at All Costs

Neediness signals weakness, and weakness triggers rejection. When pitching, any sign you’re overly eager instantly undermines your message.

Show confidence instead of desperation. The audience should feel like you’re offering, not pleading with them. Use calm, assertive language, and avoid excessive validation-seeking behaviors, like asking repeatedly for feedback or rushing toward a deal. Be confident in the value you bring.

To create balance, focus on your strengths and look for opportunities to subtly withdraw instead of pushing forward, increasing their interest.

Examples

• A salesperson calmly refuses to adjust a proposal amid pressure to bargain, reinforcing their value.
• A job candidate highlights key achievements, then coolly adds, "I’ll have to consider whether this is the right role."
• Instead of chasing investors, an entrepreneur says, “We’re assessing all options carefully and will choose our partners soon.”

7: Embrace Situational Alpha Status

Status matters in every interaction. Holding situational "alpha" status—positioning yourself as the authority in that specific context—makes your pitch more persuasive.

To become situationally dominant, project confidence and assertiveness while demonstrating subject-matter expertise. Watch for "beta traps," such as deliberate interruptions or power plays designed to weaken your standing. Counter subtly but firmly to reposition yourself at the top.

Once you’ve claimed your status, guide the conversation toward areas where your expertise shines. A balanced mix of knowledge, humor, and politeness maintains authority without creating resentment.

Examples

• A presenter jokes about waiting in a client’s lobby with humor, then regains control during the presentation.
• A teacher becomes the alpha by shifting the discussion toward their lesson plan, even when there are VIPs in class.
• A consultant takes charge in a room of executives, steering them toward areas of their own expertise.

8: Keep Your Pitch Short and Structured

A captivating pitch respects time and focuses on the core message. Aim for brevity without sacrificing clarity. Make the audience feel at ease by announcing upfront how short the pitch will be.

Stick to the essentials: who you are, why your idea matters now, and the offer you’re presenting. Outline forces that make the pitch urgent, like technological shifts or trending consumer needs. End with a straightforward template highlighting your opportunity’s appeal.

Avoid overloading the audience with data. Details and follow-ups come later when interest is secure.

Examples

• Watson and Crick explained DNA structure in a five-minute presentation that changed science.
• A startup pitch begins with why its concept fits current market demands, keeping explanations clean and crisp.
• A TV ad uses taglines and visual hooks to land the message in seconds.

9: Stories Are Your Secret Weapon

Stories resonate deeply with audiences because they’re memorable and emotionally engaging. They spark curiosity, empathy, and understanding.

When crafting your pitch, embed compelling anecdotes. Tailor these to emphasize your narrative and demonstrate key ideas. Stories should also open loops that listeners stay invested in, compelling them to stay tuned for the resolution.

Use stories to humanize your pitch and anchor abstract concepts.

Examples

• A business pitch begins with a real-life anecdote highlighting the product’s origin.
• A charity campaign tells the moving story of an individual who benefited, rather than listing facts.
• A young CEO tells how early struggles shaped their vision.

Takeaways

1. Simplify your message and focus on creating newness that appeals to the croc brain.
2. Reframe dynamics to position yourself as a sought-after partner by using the prize frame.
3. Keep pitches short, blunt, and packed with emotional triggers like intrigue, urgency, and compelling stories.