you only have five minutes before your pitch wanders into a mental no-man’s land. - Oren Klaff

ideas you come up with using your problem-solving brain — the neocortex — must be intentionally retuned for the croc brain that will receive them.

No pitch or message is going to get to the logic center of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult.

Nobody wants to invest time or money into an old deal that has been sitting around. This is why you need to introduce a “Why now?” frame.