Pitch Anything

Pitch Anything by Oren Klaff teaches readers new concepts with respect to ways to successfully pitch to prospects. Klaff uses colorful language to simplify the concepts such that even someone's "croc brain" would be able to understand. The biggest takeaways were the requirement of intrigue, the frame collision discussion, and beta traps.

The importance of intrigue cannot be overstated during a pitch. Too many times I've noticed prospects zoning out or not paying attention, especially when slides are being presented. Connecting with their "croc brain" is often the best way to cut through this.

The framing of the conversation is also a hack designed to trigger intrigue and desire using humanity's evolutionary tendencies. This taps into the need to be non-needy and highlights the importance of coming across as confident. Dominating the frame and pushing back on customers has been a huge unlock in my understanding of the customer/prospect conversations.

His terminology of beta traps is a bit crass for my liking, but the message is clear: don't let others set the frame, even on their own turf.

Klaff cuts through the bs and puts together a succinct explanation of how to pitch.