Pitch Anything

The frame is like a picture of what you want the interaction to be about. And the most powerful thing about frames? There can be only one dominant frame during any interaction between two people.

When two frames come together, the stronger frame absorbs the weaker frame.

There is a fundamental disconnect between the way we pitch anything and the way it is received by our audience.
As a result, at the crucial moment, when it is most important to be convincing, nine out of ten times we are not. Our most important messages have a surprisingly low chance of getting through.
You need to understand why this disconnect occurs in order to overcome it, succeed, and profit.

How similar is your idea to something I already know about or to a problem I have already solved?”

If audience members discover that the answer is close to what they had earlier guessed, they wil mental y check out on you. They wil experience a quick ping of self-satisfaction at the moment of realization, just before they mental y check out.

But checking out is not just a catch phrase to describe drifting attention or wandering minds. Checking out, in this context, refers to something very specific: an extreme and nearly total loss of alertness, and this is exactly what you need to avoid