We must know how the brain works if we want to pitch successfully.

The brain consist of three basic parts.

1. The inner part is referred to as the "crocodile brain" and is concerned with survival. It filters all messages for fight or flight responses.
2. The midbrain tries to make meaning of things and social situations.
3. Finally, the neocortex use reason to think through complex issues.

When we pitch, the message is first processed by your target's crocodile brain, which is why you must bring something new, exciting and positive, to enable the "croc brain" to pass on to the next part.

Once you gain attention, you have to convince. You should become the prize and the object of desire. Show your audience that you are not desperate to sell and don't depend on anyone. Successful prizing means your target chase you and ask to be involved in your deal.

Ask your target to qualify themselves to you. Set a time frame for when the offer expires.

Frames are like lenses through which we view a situation. When people come together, the stronger frames will overpower the weaker frames. The winning frame governs the social interaction. 

• The power frame: Defiance and light humour at the same time are the keys to seizing power.
• The time frame: Establish that your time is important, not that you intrude on your target's time.
• The intrigue frame: As soon as your target thinks they know and understand your idea, they stop paying attention. Tell a short story about you overcoming an obstacle.
• The prize frame: "I'm choosy who I work with."

• Set the frame. Every meeting is governed by a frame or point of view. The strongest frame always wins.
• Tell the story. People often fall back into an analytical mindset. Grab attention with a provocative story that breaks the analytical mindset.
• Reveal the intrigue. Use risk, danger, uncertainty, and time constraints to keep your audience's attention.
• Offer the prize. Know how to change the tables so that your target chases you.
• Nail the hookpoint. Most final decisions are made on emotion, not logic. Get your audience emotionally engaged in your idea.
• Get the decision without acting needy.

1. Introduce yourself and the big idea. Do it fast, clean, and problem free.
2. Explain the budget and secret sauce (an unexpected gain)
3. Offer the deal: Describe what your audience will receive when they decide to do business with you.
4. Stack frames and hot cognitions: A hot cognition is when you decide you like something before you understand it.