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THE HIGHER THE STAKES THE MORE YOU HAVE TO BE WILLING TO WALK AWAY.
WANT FOR NOTHING.
NEVER BE NEEDY OR YOU WILL ALWAYS LOSE.
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PITCH ANYTHING TERMS TO KNOW:
FRAME CONTROL
POWER BUSTING FRAME
FRAME COLLISIONS
PRIZING
BETA TRAPS
SEIZING STATUS
LOCAL STAR POWER
PUSH
PULL
ALPHA
HOT COGNITION
CROCODILE BRAIN
NEOCORTEX
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NOTES
Your pitches are sent from the modern smart part of the brain the NEOCORTEX BUT the are received by the CROCODILE part of the brain which is 5 million years old and not nearly as smart THIS IS A SERIOUS PROBLEM IF YOUR TRYING TO PITCH ANYTHING
9 out of 10 messages sent to peoples crocodile brain, response is sent this way -
1 “boring, ignore it”
2 “dangerous fight or run”
3 “COMPLICATED! Radically summarize and pass along in severely truncated/simplified form”
Two things in a pitch matter more than anything - these are the two most important pitch objectives-
You don't want your message to trigger fear alarms
You want to make sure your pitch is recognized as something positive, unexpected, and out of the ordinary
Simple, clear, non-threatening and novel
The croc brain is Picky and needs concrete evidence it is forced to perform
It doesnt like minute details and wants you to get to the point fast and with two clear options and it needs strong summaries
The croc brain needs simplicity-
1Abstract concepts BAD VERY BAD it needs...
2 it needs clear concrete data
3 high contrast between simple options
2 strong summarizing points
3 most of the time the croc brain of the listener is focused on fear
THE 5 RULES OF PITCHING
FEAR is the croc brain’s response normally - it is afraid of everything it needs simple and clear ideas. It wants clear verified evidence, novelty/unique ideas, and NO ABSTRACT concepts here is the 5 ways to
Make the croc brain feel safe
Feed the croc brain short vignettes of clear visual and novel information
I wasnt making the croc brain do much work
S - set the frame
T - tell the story
R- reveal the intrigue
O-offer the prize
N-nail the hook point
G- get the deal
FRAME CONTROL
Everyone deals with frames
Stronger frames dominate over weaker ones
YOU decide which deals and projects you want to work on
If you are reaponding inefectively to the things the other person is saying or doing you are responding inefectively to frame control - weaker frames crumble under authority or power if you let them
Powerful/ego frame
Do nothing to react to or strengthen their frame by acting deferential, make meaningless small talk or do anythibg to reaffirm the other persons Alpha status
To instigate a power frame collision use a mildly shocking but not unfriendly act to cause it use defiance and light humor and it elevates your status using lical star power
Heres how to take the power frame away
Either perpitrate a small denial
Act out some kind of defiance
Client gets interested say not yet this is my meeting my agenda and everything that happens on my timeline
Say these things with a nice but serious smile
The better you are at giving and taking frame control the more successful youll be
Defiance and light humor or the best ways of seizing power and having frame control
Keep it FUN, do it with a grin on your face, once the power shifts to you move the meeting forward in the direction you want
You are seizing power and will activate your defiant listener to say “wow what do we have here.”
He is pleasantly challenged by you and the game is on
You can play with this power game but just dont abuse power
Lets say BIG guy does not come to meeting wait 15 minutes then leave if he will not show. Then when this happen you have rveyone in the room scrambling to help you
After 15 you leave you do not apologize or leave brochure you leave
Prepare to PLOW no Self doubt and when two frames collide the stronger frame wins I control the frame and expanded it
Allowing your audience to grind on numbers is cold cognition and allowing them to study numbers during the pitch - avoid this by controlling details
Once people start to drill down into the details of what you have you are losing control
Once you guve audience something to calculate they will go cold
HOW TO STOP AN ANALYST FRAME
Creating an intrigue frame by telling a relevant and suspenseful story but not finishing it fully
You must be “the prize”
No matter how you pitch the high status person will always win unless you take the higher status back in the situation
Do a mildly shocking but friendly act to create frame control
If you are in a meeting “beta position” force a frame collision as early as possible to take back frame control
Like the french waiter You can only grab “situational status” that may only last the frame of the meeting
Never actively put yourself in a “beta position” to sell something (like a sales booth) at a convention but if you have to be say in a meeting - take back the situational status frame asap
1 politely ignore power rituals and avoid beta traps
2 you must be unaffected outside the customers “global status” inside or outside of the business
3 look for opportunities to perpetrate small defiances and denials to strengthen your frame and status
4 as soon as you take power take the conversation into the area where you are the domain expert snd your knowledge is undeniable by your audience
5 apply a prize frame by positioning yourself AS THE REWARD for someone doing business with you
6 confirm your alpha status by making the customer make a statement that confirms your alpha status
6 can be done by jokingly asking “why would I ever want to do business with you?” Or “have you ever done a deal this large before?” they will laugh but answer and qualify themselves to you
The double helix one of the most important scientific discoveries and can be pitched in 5 minutes - why cant you pitch faster
How to structure a pitch:
Most people lose serious interest after 5 minutes or worse they are also worried you will go on forever
SELF IMPOSED TIME LIMIT:
So you can guys lets get started i only have 20 minutes to give you the big idea which leaves us about 5-10 to talk it over before i have to leave
YOUR WINS, QUICKLY:
Spend first 2 on big wins youve had in the past
WHY NOW?:
Markets are doing well/ some technology or recent development that make this a new and exciting opportunity.
A) ECOMONIC FORCES
what changed in the market for video to make this relevent Economic forces - briefly talk about what changed in the market financial optimism higher? Increase in credit available or value of dollar
B) Social forces
Like electric cars good because people want
C) Technological advancements that help your ideas NOW
Never give details first
But tell your backstory as to why yiu arrived at idea
Target threat response in all social interactions
Start simple who you are and big idea
Novelty and tension are the only way to keep a pitch exciting
TENSION IN PITCHING IS GOOD
Guys there is a real possibility that we are not good fits for each other on the other hand it is not
Amateur pitchers want to avoid all conflicts and “play nice”
Conflict is the basis for all good business pitches when you pitch and are just “nice” and create not tension it doesn't work
No one will go into business with you until they understand how you conduct yourself in tough situations
Always show
HOW YOU TOOK A TOUGH SITUATION AND OVERCAME IT
THAT YOU MOVE IN CIRCLES WITH INTERESTING CHARACTERS WHOS HAVE VALUE IN A FIELD MAKES U A PLAYER (JOSHUA STORY)
How to eradicate neediness:
Want nothing
Focus in things you do well
Set time frame u need to leave
Above how to use Dao