There are limits to the human attention span, which is why a pitch must be brief, concise, and interesting, - Oren Klaff

That eureka moment has been carefully planned and programmed to deliver an insight at exactly the right time. When you put the pieces together before the detectives do, you feel smart, happy, powerful, and in control (exactly the emotions needed to motivate you to buy some canned beer, frozen pizza, and extra-soft toilet tissue). And you tune in next week so you can feel that way again.

Bruner says that one mode of “constructing reality” is called the paradigmatic mode (one can think of this as the detective mode).

Instilling certainty is different from creating Status Alignment. With Alignment, your goal is to show the buyer you’re similar to them and make them instantly feel like you “get” them — whether you’re talking to a coal miner or a Fortune 500 CEO.