Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal: An Innovative Method for Presenting, Persuading, and Winning the Deal (27 page)

“These guys set beta traps from the lobby al the way to the conference room. You have to time frame them immediately and withdraw. After that, they just hit you with power frames. Just break it with a prize frame. And then frame stack a few push/pul patterns.”

Or, “Here comes the analyst frame. Let’s hard-core intrigue frame, seize local star power, and withdraw.”

Pitch Anything
gives you a common vocabulary that wil deepen your mastery of the method and ingrain frame-based thinking into your DNA.

Here are the most important terms for you to know and to own personal y:

Frame control

Power-busting frame

Frame col isions

Prizing

Beta traps

Seizing status

Local star power

Push/pul

Alpha

Hot cognition

Crocodile brain

Neocortex

These terms label the social phenomena that are invisible to others and that used to be invisible to you.

As you advance in your life and career, the chal enges you wil face wil increase in proportion to the responsibilities you bear. Being a frame master wil make those burdens seem lighter, wil help others to see you as a sage and trusted leader, and wil maintain your social value at a much higher level, even when you are not consciously practicing frame control.

By helping others to view situations and opportunities through your frame, it wil make interacting with you seem effortless. It’s easy for others to spend time with a person they agree with, in any setting, and that’s how they wil feel about you.

So go forth, learn frame control, practice it at every opportunity, and have fun doing so. I wish you much success, and I hope that it serves you as wel as it continues to serve me. I invite you to learn more about frame control at pitchanything.net.

Index

Abstract concepts

Adrenaline

Adrenaline rush

Adventure

“Aha” moment

Airport deal.
See
Case study (airport deal)

Alchemy of Finance, The
(Soros)

Alpha

Always be closing (ABC)

Always be leaving (ABL)

Amygdala

Analog human narratives

Analyst frame

Analyst frame disruption

Analytical tangent

Anger

Anxiety

Apprenticeship

Attention

Attention getting

Austin, Steve
(Six Million Dollar Man)

Avocado farmer’s money

Backstory

Badgering

“Being nice”

Bel , Gordon

Belzberg, Bil

Berns, Greg

Best idea frame

Beta trap

Beta-trap avoidance

Bifurcation

Big idea introduction pattern

Body language

Boeing

Brain

abstract concepts

amygdala

basic truths

cognitive, as miser

croc.
See
Crocodile (croc) brain

decision making

development of

fundamental organizing principle

how it functions

memories

movement

narrative and analytical information

narratives

neocortex

parts

pleasurable chal enges

probabilities

scarcity bias

threat-avoidance system

threat responses

“Brain is like a computer” metaphor

“Brain Scanners Can
See
Your Decisions Before You Make Them”

Browbeat

Bruner, Jerome

Budget

Building rapport

Cardiac surgeon and golf pro

Case study (airport deal)

American Legacy theme

best idea frame

beta trap

big idea introduction pattern

competition (Goldhammer)

competitor’s pitch

eradicating neediness

hour of judgment

how to pitch

Klaff accepts to come on board

length of the pitch

prepitch thoughts

presentation, phases

push/pul

strategy sessions and research

three-market-forces pattern

Change blindness

Chase Manhattan

Checking out

Chemical of alertness

Chocolate vs. spinach

Coffee shops

Cognitive functioning

Cold, reasoned analysis

Cold cognitions

Comedian
(Seinfeld)

Competition

Competitive advantage (secret sauce)

Complexity

Conference room

Conflict

Convention floor

Conviction

Cop frame

Crick, Francis

Crocodile (croc) brain.
See also
Brain

basic rules

characteristics

choice

detailed explanation

filtering system

rubber mal et

self-protection

survival

Curiosity

Cymbalista, Flavia

Death match

Defaulted debt

Deframing

Denial and defiance

Disappointment

Disconnect

Distractions

Doctor frame

Dopamine

Double-helix DNA structure

Draper, Don
(Mad Men)

Due-diligence analyst

Economic forces

Emotional manipulation

Emotions

Empathy

Enjoy your work

Enterprise Partners

Eradicating neediness

basic formula

beta trap

causes of neediness

disappointment

example (Enterprise Partners)

rules

self-protection

Tao of Steve

threat

time frame

weakness

Example.
See
Case study (airport deal)

Eye contact

Fear alarms

Fisher, Ron

Focus

Four-frame hot cognition stack

Frame

Frame col ision

Frame control

analyst frame

denial and defiance

example (avocado farmer’s money)

example (cop frame)

example (money center bank)

frame col ision

frame disruption

game, as a

guiding principles

intrigue frame

intrigue story

plowing

possible opening phrase

power frame

prize frame (prizing)

rational arguments

social dynamics

time frame

what is it

who owns the frame

Frame disruption

Frame master

Frame stacking and hot cognitions

cold cognitions

decision making

example (defaulted debt)

example (Helen Woodward

Animal Shelter)

example (Mother Teresa)

four-frame hot cognition stack

hot cognitions

intrigue frame

moral authority frame

prize frame

time frame

wanting

Framing

French waiter

Fundamental human behaviors

Geyser Holdings

Global status

Goldhammer

Goldman Sachs

Golf pro and cardiac surgeon

Gordon, Evian

Greenberg, Sam

Guiding principles

Haynes, John-Dylan

Heart of the pitch

Hedge fund manager

Heightened states of emotion

High-intensity push/pul pattern

High Tech Ventures
(Bel )

Hookpoint

Hot cognitions.
See also
Frame stacking and hot cognitions

Human behaviors

Humor

Idea introduction pattern

Idle social banter

Impression of someone

Information gap

Intrigue frame

Intrigue ping

Intrigue story

Investors

Jaws

Jaywalking

Khosla, Vinod

Kincaid, John

King-of-the-world moment

Law of large numbers

Lao-Tsu

Light-heartedness

Likeability

Lingua franca

Local star power

Lord, Jack

Low-key, low-intensity push/pul pattern

Mad Men

Majors, Lee

Man-in-the-jungle formula

Martini making

McGarrett, Steve
(Hawaii Five-O)

McGhan, Donald

McGhan, Jim

McQueen, Steve

MediCor

Medium-intensity push/pul pattern

Midbrain

Momentum

Money

Money center bank

Moore, Geoff

Moral authority frame

Mother Teresa

Movement

Mystery stories

Narrative pattern (intrigue frame)

Narrative thinking mode

Neediness.
See
Eradicating neediness

Neocortex

Neurofinance

Neuroscience

Neurotransmitters

Nonreactive state

Norepinephrine

Novelty

Obama, Barack

Old-fashioned sales techniques

Paradigmatic mode

Pecking order

Persistence

Personal story

Perspective

Pitch techniques

attention getting

backstory of the idea

budget

change blindness

competition

heart of the pitch

idea introduction pattern

movement

novelty

overview

phase 1 (introduce yourself/big idea)

phase 2 (explain the budget/secret sauce)

phase 3 (offer the deal)

phase 4 (stack frames and hot cognitions).
See
Stack frames and hot cognitions push/pul

secret sauce

tension

three-market-forces pattern

time-constraint pattern

time constraints

“Why now?” frame

Playfulness

Plowing

Point of view

Portervil e incident

Power-busting frame

Power frame

Power frame col ision

Power frame disrupter

Practice

Prepitch thoughts

Presenter’s problem

Presidential campaign (1984)

Primal lever

Prize frame (prizing)

Public spaces

Push/pul

Qualifying question

Quantum Fund

Rational arguments

Rational decision making

Reagan, Ronald

Real life example.
See
Case study (airport deal)

Reducing the autonomy of choice

Rules of engagement

Satisfaction
(Berns)

Scarcity bias

Scheiner, David

Secret sauce

Seinfeld, Jerry

Seized status

Self-protection

“Sel ing”

Sel ing hard

Simplicity

Situational status

Six Million Dollar Man

Smucker, Craig

Social barriers

Social dynamics

Social encounters

Social forces

Social frame

Social position.
See
Status

Social threat

Soft touch

Soros, George

Southwest Exchange

Spielberg, Steven

Spinach vs. chocolate

Stacking frames.
See
Frame stacking and hot cognitions

Starting up

Status

alpha

“being nice”

beta trap

charisma/ego, contrasted

example (French waiter)

example (golf pro and cardiac surgeon)

example (hedge fund manager)

example (Walmart)

fluidity

global

guiding principles

how it works

jaywalking

local star power

situational

your turf vs. target’s domain

Straight from the Gut
(Welch)

Surprise

Tao of Steve, The

Taoism

Technical details

Technical material

Technology forces

Tension

Terminology

Theory of mind

Threat

Three-market-forces pattern

Ticking time bomb

Time

Time-constraint pattern

Time constraints

Time frame

Time frame col ision

Time pressure

Timeliness

Trade shows

Trendcasting

U.S. Air Force Training Manual

Validation-seeking behavior.
See
Eradicating neediness

Vocabulary

Walmart

Wanting

Wasting time

Watson, James

Weakness

Welch, Jack

“Why now?” frame

Wolfe, Tom

Zajonc, Robert

Openmirrors.com

About the Author

Oren Klaff
is director of Capital Markets for the investment bank Intersection Capital, where he raises tens of mil ions of dol ars from investors and institutions. Intersection Capital has grown to $250 mil ion of assets under management by using Klaff’s pioneering approaches to raising capital and incorporating neuro-science into its capital markets programs. Klaff is a specialist in financial modeling and the codeveloper of Velocity, a capital markets product that has raised over $100 mil ion of private equity and venture capital. He lives in Beverly Hil s, California.