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1. The Method
a. There is a fundamental disconnect between the way we pitch anything and the
way it is received by our audience. As a result, when it is important to be
convincing, nine out of ten times we are not. Our most important messages have a
low chance of getting through
b. Traits of a Skilled Investor
i. Quick to calculate yield curves and instantly analyze whats being pitched
ii. Detect flaws or BS no matter how well hidden
iii. Tough talking, but at the same time, witty and charismatic
c. Pitch Method Steps
i. Set the frame. Frames create context and relevance, and the person who
owns the frame owns the conversation.
ii. Telling the story
iii. Revealing the intrigue
iv. Offering the prize
v. Nailing the hookpoint
vi. Getting the decision
d. Presenters problem: can make your most important points clearly, with passion,
and be well organized, and still not be convincing. Thats because a great pitch is
not about procedure. Its about getting and keeping attention. That means you
have to own the room with frame control, drive emotions with intrigue pings, and
get to a hookpoint fairly quickly.
e. We are our own worst coach. We know way too much about our own subject to be
able to understand how another person will experience it in our pitch, so we tend
to overwhelm that person.
f. Dealing with Crocodile Brain
i. The brain developed in three separate stages. First came the old brain, or
croc brain, that is responsible for initial filtering of all incoming
messages. Generates most survival fight-or-flight responses of all
incoming messages. However, the croc brains reasoning power is
primitive because it doesnt have a lot of capacity.
ii. The midbrain, determines the meaning of things and social situations
iii. The neocortex evolved with a problem-solving ability and is able to think
about complex issues and produce answers using reason.
iv. Our thought process exactly matches our evolution: first survival, then
social relationships, finally problem solving.
v. Pitching means explaining abstract concepts, but messages that are
composed and sent by your young neocortex are received and processed
by the other persons old crocodile brain. We are hardwired to be bad at
pitching. It is caused by the way our brains have evolved.
vi. Its the kluge we talked about earlier. The gap between the lower and
upper brain is not measured in the two inches that separate them
4. I think of these things before I take a meeting: What are the basic primal attitudes and
emotions that will be at play? Then I make simple decisions about the kind of frame I
want to go in with. For many years, I used just four frames that would cover every
business situation. For example, if I know the person Im meeting is a hard-charging, type
A personality, I will go in with a power-busting frame. If that person is an analytical,
dollars-and-cents type, I will choose an intrigue frame. If Im outnumbered and
outgunned and the deck is stacked against me, time frames and prize frames are essential.
5. Going into most business situations, there are three major types of opposing frames that
you will encounter:
a. Power frame
b. Time frame
c. Analyst frame
6. You have three major response frame types that you can use to meet these oncoming
frames, win the initial collision, and control the agenda:
a. Power-busting frame
b. Time constraining frame
c. Intrigue frame
7. There is a fourth frame you can deploy. Its useful against all three of the opposing
frames and many others you will encounter:
a. Prize frame