Once frames are set, you must tell a narrative. The brain ignores data but remembers stories.
1. Introduce the Hero (The Customer): Don't talk about yourself. Talk about the world the customer lives in.
2. Introduce the Villain (The Problem): Personify the problem. Make it a tangible enemy.
3. The "Aha!" Moment (The Solution): Show the hero conquering the villain using your tool. Once frames are set, you must tell a narrative
To install this method in your next presentation:
Each slide serves a frame:
Most presenters list problems and then offer solutions. That’s weak. The innovative method reverses the frame: you show that the perceived solution they currently use is actually the source of their problem. the right price
Example: If you sell a project management tool, don’t say “You have communication silos.” Say: “Your weekly status meetings and long email threads—the things you think are keeping you informed—are actually the reason you miss deadlines. They create false consensus and delay real decisions.”
This reversal does two things:
Now your prospect thinks: “They’re right. Our current tool/process is broken.” They are now ready for a new solution because the old one has been publicly dismantled. and a compelling ROI
The first 30 seconds are everything. Facts and charts go to the neocortex, but the crocodile brain decides whether to listen.
You have the best product, the right price, and a compelling ROI, yet you still lose the deal. Why?
According to Oren Klaff’s Pitch Anything, the problem isn't your product—it's neurobiology. Most presenters pitch to the Neocortex (the logical, processing part of the brain), but decisions are actually made in the Crocodile Brain (the primitive, fight-or-flight center). If your pitch doesn't get past the "Croc," logic never gets a chance to work.