Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal

Imagine for a moment that every pitch you make is not simply heard by a rational mind but is first scrutinized by an ancient guardian — the crocodile brain. This primal part of our brain evolved millions of years ago to protect us from danger, to keep us alive in a world filled with threats. It filters out up to 90% of the information before it ever reaches the logical, problem-solving parts of our brain. This means that no matter how brilliant or detailed your pitch might be, if it doesn’t first satisfy this primal gatekeeper, it will hardly make an impact.

Our brain is not a single entity but a layered marvel of evolution. The oldest part, the crocodile brain, is responsible for survival instincts — fight or flight, fear, and basic emotions. Sitting atop this is the midbrain, which interprets social cues and relationships. Finally, the neocortex, the youngest and most sophisticated part, handles abstract thought, language, and reasoning.

When you prepare your pitch, you are crafting it in your neocortex, full of data, logic, and complex ideas. But when you deliver it, it lands first in the listener’s crocodile brain, which is uninterested in spreadsheets or projections. Instead, it asks, "Is this safe? Is it worth my attention?" If your pitch is too complex, boring, or threatening, it will be discarded or trigger a fear response.

Consider this: you might be discussing a multi-million dollar deal with a seasoned investor who processes numbers in his head effortlessly. Yet, if your message is not framed to engage his primal brain, it will be ignored or met with skepticism. This disconnect explains why so many pitches, even well-rehearsed and fact-filled, fail to land.

To succeed, you must speak the language of the crocodile brain first — simple, clear, visual, and emotionally engaging. This is the foundation for all that follows in mastering the art of pitching.

As we move forward, we will explore how to seize control of the frames that shape these primal perceptions and how to elevate your status to become the alpha in any room. Let us now transition to understanding the powerful concept of frame control.