presents

1 Know The Brain 3 croc brain

Pitches are sent from the modernand smartpart of the brain: the neocortex. But 2
they are received by a part of the brain that is 5 million years older (and not as
bright). This is a serious problem. If you want to pitch anything successfully, you 1
must bridge the gap between the way the neocortex and croc brain see the world.

2 Learn The S T R O N G Method COMPLETE

Every meeting, pitch and
presentation is a social
encounter that is governed by
frames. Frames are a point of
view, a perspectivea
position. Frames dont combine
or mix. They collide. The
strongest frame always wins.
When people make Its easy for your audience to You must Most final decisions are The last few minutes of a
decisions, they often get distracted in the middle of understand how made on emotion, not meeting are the most
lapse into an analytical your pitch. Get and keep your to turn the tables logic. You must lay the critical. Most of us act
mindset, which can be audiences attention through- in any arrange- final groundwork to get needy at this point.
your greatest obstacle to out by provocatively using the ment so your your audience fully You must master the art
closing a deal. You must forces of tension, including target is chasing emotionally engaged in of pulling away.
grab your audiences risk, danger and you to win your your idea.
attention with a provoca- uncertaintyas well as time attention and
tive story to break that constraint. respect.
analytical mindset.

3 The Grand Architecture allows you to:

PITCH EFFECTIVELY: Its very rare to have a one-and-done pitch experience. Typically
your pitch will get better and better over time, the more people you engage with it.

ERADICATE NEEDINESS: No matter how good you are, if you have a big deal youre trying to close, where its high stakes, you are going to
have to act needy if you dont have a few options of people to close with.

BE IN A PROCESS: When you are executing tactics, you are constantly changing based on the circumstances. But when you are running a good
process, like the Grand Architecture, you have a mission. You have objectives. You have goals. Then the tactics support the mission and objectives.

4 TOO MUCH TALK TOO VAGUE/FUZZY YOU SEEM NEEDY

GOING TOO SLOW TOO SIMILAR TO OTHER PITCHES

NO FRAME TO PROVIDE CONTEXT

5 LEARN ABOUT FRAME CONTROL

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