(frames create context and relevance; as we will see, the person who owns the frame owns the conversation). - Oren Klaff

Dopamine is the neurotransmitter of desire. Norepinephrine is the neurotransmitter of tension. Together they add up to attention.

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.

The two parts of the attention cocktail are novelty and tension, which in a pitch work together in a feedback loop for about 20 minutes until — no matter what you do or how hard you try — they get out of balance and then stop working altogether.