causing people to do the opposite of what you’re asking, just to prove that you aren’t controlling them — a phenomenon known as psychological reactan… - Oren Klaff

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.

The best way to find a Status Tip-Off is to interview three people who are the same level as the person you are trying to influence. What would they say to each other, to catch up on each other’s business, peer-to-peer?

For [target customers] Who are dissatisfied with [the current offerings in the market]. My idea/product is a [new idea or product category] That provides [key problem/solution features]. Unlike [the competing product].