Pitch Anything Book — 1 Quick Summary

Pitch Anything is a comprehensive description of the steps you need to take to make top-quality pitches that guarantee the highest level of investment. Oren Klaff has raised more than $400 million in the last 13 years by using this technique. The same strategy is applicable to various scenarios, including negotiation for a better salary or pitching a major idea. Klaff refers to pitching as an art. Neuroeconomics together with Klaff’s own experiences forms the basis of this theory. Klaff asserts that his model of pitching will result in complete control of your pitching technique. One good pitch can transform your life. Pitch Anything suggests it could aid anyone in producing excellent pitches.

About Oren Klaff

Chapter 1 The Method

Oren Klaff points out that pitching a winning pitch isn’t about the process. It’s about keeping and capturing the attention of the person whom you pitch to. Therefore, Oren outlines that evolution has given us three levels of processing information:

1. Crocodile Brain — This is the first step in the development of an attention mechanism that’s still used to this day. The crocodile brain is the brain’s first-generation system, dedicated predominantly to survival. This system also generates basic and powerful emotions. In addition to responding to threats, the crocodile brain is responsible for regulating the flow of information.
2. The Neocortex Then the message is transmitted to the neocortex. The neocortex is by far the most advanced portion that is located in the brain. In particular, it analyzes complex problems and provides rational reasoning. This part that is located in the brain can be essential to solving problems and reasoning.

Klaff provides a concise acronym you can use to ensure that your pitch satisfies the limitations of an audience’s brains.

To keep in mind this acronym, make sure to stay strong.

Chapter 2 Frame Control

“When you react to another person and they react to your words, you own the frame. If the other person is reacting to your actions as well, it is your responsibility to be the owner of your frame.” — Oren Klaff

Klaff defines ineffective business discussions as being defined by those who have two perspectives on the same item. In this case, both frames are merging. In the end, one of the frames will prevail in the end over the other. Stronger frames will always be able to absorb weaker frames. You will know that you’re being controlled by your frame when you notice that the conversation isn’t flowing your way. For instance, if anything that the other person says is like it’s not working, then you’re most likely to be in a frame of control. The ability to defy and laugh are the most important instruments to win the frame during a discussion.

There are many kinds of frames that you can encounter during conversations. Oren Klaff will outline each one of them.

The Power Frame

The Intrigue Frame

“As you tell your tale, there ought to be a sense of suspense surrounding it, as you intend to generate interest through the telling of the story through telling only one aspect of your story. This is because you break the analyst frame by drawing the attention of your audience with a captivating tale of something that happened to you, and you hold their attention without telling how the story will end until you’re prepared.” Oren Klaff — Oren Klaff

The Time Frame

Analyst Frame

The Frame of Prizing

“Money is not anything but an item, a tool to get things done. Money simply transfers value from one location to the next to enable people to collaborate.” — Oren Klaff

Moral Authority Frame Moral Authority Frame

It is important to safeguard your business and yourself with solid moral values. Your presentations will fare better if you adhere to the morals that society has a tendency to value. Klaff offers an example where he was able to secure a substantial purchase deal to invest in an airport that was once operating in California. This was a crucial deal for its revival. The competitors were with numbers or spreadsheets. Klaff determined to focus on the rich history of the airport and the ways his team could be respectful of the airport’s history. In focussing on heritage and community Klaff can tie his message to a bigger issue that buyers value.

Plowing is a must feature of all pitches regardless of the frames that are on display. Plowing is constantly moving forward in your pitch. This method shows confidence and helps you remain in a solid frame even when others push you back.

Chapter 3 — Status

Klaff is not a fan of holding onto the position of alpha by using dominance, aggression, or violence. Instead, Klaff suggests you follow these guidelines:

1. You are able to enter various situations by assuming a different status: Alpha or beta. Alphas trap you into the trap of beta and put you in a position of low status and keep you in that position.
2. Klaff recommends using words that assert your superiority. For instance, “Have you ever done an agreement this big previously?” or “Remind me why I should do business with you more than any other company.” Use this strategy for every client and not only those who are in a beta situation.
3. Always try to gain the alpha status within a conversation as swiftly as you can. Do it quickly and make use of this momentum to secure the status of alpha.
4. It is important to note that the Local Star Power will always disappear when you exit the meeting. Thus, you must establish it at the beginning of each meeting or discussion.
5. Be sure that you’re never tardy for an event. Being late can give power to others in the meeting.

Chapter 4 — Pitching your big idea

Klaff states the four phases in pitch.

1. Introduce yourself and your Major Idea in five minutes of your introduction.

Klaff stresses the importance of being succinct in your pitch. Before presenting your main concept, you should provide an overview of your background and your business. But, it will only take about a couple of minutes. For each topic, you should add one good thing. Avoid falling into the temptation of adding one excellent, one fine, and one average item. Start the outline of your greatness by putting your record out there. Your track record should be presented in an efficient, tidy, and easy manner.

Customers don’t want outdated concepts. So, instead of giving the full story of your product’s development focus on the core. Klaff recommends this foundation for the presentation of any concept:

1. The product is intended for (target customers)
2. They are unhappy with (the current competition)
3. Our service or product is (your brand new big idea)
4. It provides a solution (the important customer issues your competitors have to deal with)
5. Different from (the competitors)
6. We offer (provide the product’s distinctive features)

Phase 2. — Define the Budget in less than Ten Minutes

Phase 3 — Present the Offer in less than two Minutes

Phase 4 Stack Frames

Most investors will be looking at analysis however, they’ll be mostly taking their gut. Thus, you must benefit from the gut reaction of investors. Make a positive gut response using stacking of the images (spoken about in the previous sections).

Chapter 5: Frame Stacking, Hot Cognitions, and Hot Cognitions

1. The Intrigue Frame People are interested in knowing how you dealt with difficulties and how you overcame them.
2. The Prize Frame The Prize Frame — This frame emphasizes your role as the primary aspect of the bargain. If you’ve successfully convinced the public about your worthiness You are now near to sealing the deal.
3. Time Frame Time Frame — The addition of pressure on decisions can reduce the quality of decision-making.
4. It is the Moral Authority Frame It is a frame to instill a sense of among the audience. An interest in something that has a greater impact than the immediate rewards.

Chapter 6 — Eradicating Neediness

Klaff gives a few examples of words that suggest that you’re an entrepreneur in need. Beware of these words at all cost:

1. Do you still believe it’s an acceptable price?
2. What do you think?
3. We are able to sign a contract as soon as you’d like us to.

It is common for neediness to surface when we are unable to see our need for something we can get from the crowd for example money. Klaff offers three guidelines that you can follow to avoid appearing needy.

1. Make an effort to get rid of your visible desires. It may be difficult to eliminate all your desires completely. But, you shouldn’t present them to your viewers. Instead of asking your public to put money into it, make sure you have a compelling pitch, and let the investment appear to you.
2. Don’t try to snag the money of your audience in the event that they want you to. Reconsider your position and look at all options before making the decision. If the offers you receive are not adequate, do not hesitate to walk away from the offer. Be sure that the client is aware that the offer does not convince you.

If you adhere to these three rules then your audience will be following you. You’ll be demonstrating your abilities and confidence which people will appreciate.

Chapters 7 and 8 Find in the Game

Klaff concludes the book by presenting the steps to follow for pitching an idea.

1. Make use of four frames for the basics to stay clear of beta traps.
2. Begin practicing frame collisions using secure targets. Fragile collisions constitute the most crucial aspect of pitching efficiently. It can take some practice to become proficient. Thus, you should begin with a few practice collisions with other people in your workplace or even with your acquaintances. Remember that humor is essential. If you don’t have a sense of humor, you could quickly come across as rude and arrogant.
3. Defiance and denial are sure to cause tension and conflict. Therefore, you should employ a gentle stroke to assure the crocodile’s brain that there is no danger.
4. Learn from frame masters like other frame masters. It is important to surround yourself with those who are more adept than you in frame control. Start with a simple frame control by sticking to a handful of frames that are effective for you. Later, you will be able to develop the frames you are using as you learn more about the people in your vicinity.

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Originally published at https://prashantaggarwal.com on November 1, 2021.