You know what decision you want the buyer to make, but the more you push in that direction, the more they dig in, slow down, and change the agenda. T… - Oren Klaff

A pitch narrative can be thought of as a series of tension loops. Push then pull. Create tension. Then resolve it.

Your pitch is first going to register in the target’s croc brain. And as we discussed in Chapter 1, the croc brain would like to ignore you. But if you are dynamic enough — giving new and novel information — you will capture the croc’s attention. Once that happens, the croc is going to have one of two primal reactions: • Curiosity and desire, or • Fear and dislike.

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.