Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal
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- Create Date：2021-04-20 09:50:57
- Update Date：2025-09-06
- Status：finish
- Author：Oren Klaff
- ISBN：1501211757
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Summary
When it comes to delivering a pitch， Oren Klaff has unparalleled credentials。 Over the past 13 years， he has used his one-of-a-kind method to raise more than $400 million—and now， for the first time， he describes his formula to help you deliver a winning pitch in any business situation。
Whether you're selling ideas to investors， pitching a client for new business， or even negotiating for a higher salary， Pitch Anything will transform the way you position your ideas。
According to Klaff， creating and presenting a great pitch isn't an art—it's a simple science。 Applying the latest findings in the field of neuroeconomics while sharing eye-opening stories of his method in action， Klaff describes how the brain makes decisions and responds to pitches。 With this information， you'll remain in complete control of every stage of the pitch process。
Pitch Anything introduces the exclusive STRONG method of pitching， which can be put to use immediately:
Setting the Frame
Telling the Story
Revealing the Intrigue
Offering the Prize
Nailing the Hookpoint
Getting a Decision
One truly great pitch can improve your career， make you a lot of money—and even change your life。 Success is dependent on the method you use， not how hard you try。 "Better method， more money，" Klaff says。 "Much better method， much more money。" Klaff is the best in the business because his method is much better than anyone else's。 And now it's yours。
Apply the tactics and strategies outlined in Pitch Anything to engage and persuade your audience—and you'll have more funding and support than you ever thought possible。
Whether you're selling ideas to investors， pitching a client for new business， or even negotiating for a higher salary， Pitch Anything will transform the way you position your ideas。
According to Klaff， creating and presenting a great pitch isn't an art—it's a simple science。 Applying the latest findings in the field of neuroeconomics while sharing eye-opening stories of his method in action， Klaff describes how the brain makes decisions and responds to pitches。 With this information， you'll remain in complete control of every stage of the pitch process。
Pitch Anything introduces the exclusive STRONG method of pitching， which can be put to use immediately:
Setting the Frame
Telling the Story
Revealing the Intrigue
Offering the Prize
Nailing the Hookpoint
Getting a Decision
One truly great pitch can improve your career， make you a lot of money—and even change your life。 Success is dependent on the method you use， not how hard you try。 "Better method， more money，" Klaff says。 "Much better method， much more money。" Klaff is the best in the business because his method is much better than anyone else's。 And now it's yours。
Apply the tactics and strategies outlined in Pitch Anything to engage and persuade your audience—and you'll have more funding and support than you ever thought possible。
Reviews
Ernest Wolfe
，
Liked this a lot at the time -- Klaff really gives you the mindset of a great storytelling pitch person。
Library of
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Read the book a couple of years ago， and found it a little bit to much Gordon Gekko。 But one can learn something from almost all books。 Will insert my notes below。 The negotiator Oren Klaff believes that the human brain has developed in three separate stages: （1） the old brain （“crocodile brain”） which filters information， generates fight-or-flight responses and is generally primitive in its decision-making， （2） the midbrain which assesses the meaning of something as well as social situations an Read the book a couple of years ago， and found it a little bit to much Gordon Gekko。 But one can learn something from almost all books。 Will insert my notes below。 The negotiator Oren Klaff believes that the human brain has developed in three separate stages: （1） the old brain （“crocodile brain”） which filters information， generates fight-or-flight responses and is generally primitive in its decision-making， （2） the midbrain which assesses the meaning of something as well as social situations and （3） neocortex that is developed with a problem-solving ability。 Man’s thought process is similar to our evolution: first survival， then social relations and then problem solving。 To reach the logic center of the receiver， we must pass three guards。 The most important thing is to get and keep attention。THE OLD BRAIN IS PRIMITIVE。 The old brain perceives complicated language as a threat。 To pass this filter， complex ideas must be translated and simplified into the language of the listener。 The words that come out of the mouth of the person doing the pitch must originate from the modern and smart part of the brain （neocortex）。 But the information is received by the audience’s part of the brain that is five million years older， and works more instinctively。 This “instinctive” brain interprets messages by （1） if boring -> ignore it， （2） if dangerous -> fight or flight and （3） if complicated -> sum up arbitrarily。THE SOCIAL INTERMEDIATE FILTER。 The midbrain responds to social structures and early impressions。 Klaff says that it does not matter how good your logic is， if you do not have good social status you will not get attention。 When a surgeon plays or talks about golf， his status drops while the golf professional rises。 This lasts as long as the surgeon is in the domain of the golf professional （this is called “local star power”）。 Also， avoid comments like， “So， what do you think？” – this is validation seeking and clingy。THE LOGICAL BRAIN。 Neocortex is very rational but has a short ability to concentrate。 When it does not get anything of value， its attention stops， either because it does not understand or because it has already “solved the puzzle”。 To capture someone zoning out， a short and relevant story can be useful。FRAME CONTROL。 People who meet each other each have a “frame” – a collection of ideas， personality and status。 These frames meet and the one who gets the upper hand gets “frame control”。 Mother Teresa persuaded doctors to donate money as rational explanations did not win over the moral authority framework。 Defiance and light humor are the key to frame control。 Keep it fun， do it with a smile on your face。 No one likes to be dominated， so when you keep the frame， use it in ways that are fun and interesting。 “It needs to be playful and interesting， with just a little edge to it。”PRACTICAL RECOMMENDATION。 The audience will always wonder: why is your idea relevant and why is it important right now。 Describe the core of your idea， how it was developed and the opportunity you identified。 The background is always interesting。 A checklist would look like this: （1） calm your audience by telling them that your pitch will be short （after 20 minutes the brain will start to forget what it has learned） and that you do not intend to stay for long afterwards （the crocodile brain will be present and feel safe）。 （2） Give your background and what you have succeeded in， （3） show that your idea does not come from a sudden stroke of genius， （4） admit that there is competition and （5） paint the picture on how the idea moves from an old to a new market （the brain likes movement and patterns）。HOT & COLD。 Nothing will freeze your pitch faster than reviewing numbers or details。 Problem solving， numerical calculations and statistics are called “cold cognitions”。 Emotions such as need and desire are “hot cognitions”。 People are not able to have hot cognitions and cold cognitions at the same time。STEP 1: INTRODUCTION。 First you present your big idea and yourself。 This is not a long review of all the places you have worked at。 People usually think in terms of averages from information。 It is not better if you say one great thing， one pretty good thing and two mediocre things。 Stop at one amazing thing。 And have a common thread。STEP 2: THE BUDGET & ”THE SECRET SAUCE”。 Explain what problems your idea solves and how it works。 The risk of giving too little information is as great as the risk of giving too much information。 What you really want to do is to tune in to the same frequency as the target。 To keep the pitch alive， you need to create excitement。 No one keeps their attention if nothing is at stake。STEP 3: OFFER THE DEAL。 The listener may like your deal or be afraid of it before he even has details about it。 Describe for what they will receive if they decide to do business with you。 。。。more
Ana
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The book in general is okay。 However this is not what I was expecting in regards to being able to talk or pitch to an everyday individual。 The book is focused on presenting to large corporations to raise capital。 I’m sure it would be useful to someone in that profession， but not for the average person to really learn how to communicate and close deals in sales。
Chris Marr
，
I read some of the poorly rated reviews before reading and I was prepared to hate this book。 However， it’s really good。 There’s a lot of stuff in the book that I already know and understand， but it’s been shaped into a shared language and a method， making it easy to talk about with peers。 It aligns very nicely with training and mentoring I’m already participating in。As soon as I picked up the the book I started doing things differently and implementing newly reinforced ideas。 I had honestly let I read some of the poorly rated reviews before reading and I was prepared to hate this book。 However， it’s really good。 There’s a lot of stuff in the book that I already know and understand， but it’s been shaped into a shared language and a method， making it easy to talk about with peers。 It aligns very nicely with training and mentoring I’m already participating in。As soon as I picked up the the book I started doing things differently and implementing newly reinforced ideas。 I had honestly let a few things slip， and Klaff has made these concepts of communication much more of a priority for me， especially at work。 I think most people in sales， consulting and coaching will take well to the book。 The main thing for me is that even if you don’t class yourself as an ‘alpha’ you can still be an ‘alpha’ in certain situations， and have fun while doing so。 。。。more
Jordan Salinas
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2。8
thioacetone
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Absolutely nothing special。 The author is maybe a successful pitcher in real life， but I am not sure that he can tranfer that knowledge in a book。 Frame control and everything is explained so vague that it makes you try guessing that the author wanted to say。 Two stars just because the author writes about some interesting experiences and shares wartime stories with us。
Barrie
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I like a business book that recommends light humour as a strategy :D Lots for me to learn from this book， which is always a positive。 Lots of references and personal research from Oren Klaff to backup his suggestions。 There were a fair few week points though but I assume that was just to expand the book as it wasn't very long。 In summary: lots of useful information to help you prepare and go into pitches。 I like a business book that recommends light humour as a strategy :D Lots for me to learn from this book， which is always a positive。 Lots of references and personal research from Oren Klaff to backup his suggestions。 There were a fair few week points though but I assume that was just to expand the book as it wasn't very long。 In summary: lots of useful information to help you prepare and go into pitches。 。。。more
Mostafa Hosseini
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Great book on pitching。 Must read for everyone！ Whether you run a business or work inside a team， this book will help you become better at persuasion and getting others to play along with youI really enjoyed reading this book Cheers Mostafa HosseiniCreator of Simple Marketing Formula
Karolis Paškevičius
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Key takeouts:Framing based on different neurotransmitters to avoid beta trapsNever ever pitch anything for more than 20 minutes - human attention span threshold-Introduction and big idea 5 mins-Budget secret sauce 10 mins-Offer the deal 2 minsThe best pitches follow this sequence:1。Set the frame2。Tell the story3。Reveal the intrigue4。Offer the prize5。Nail the hook point6。Get the dealFrames:PowerIntrigueTime AnalystPrizingMoral AuthorityAVOIDDo you still think it’s a good deal？So， what do you thin Key takeouts:Framing based on different neurotransmitters to avoid beta trapsNever ever pitch anything for more than 20 minutes - human attention span threshold-Introduction and big idea 5 mins-Budget secret sauce 10 mins-Offer the deal 2 minsThe best pitches follow this sequence:1。Set the frame2。Tell the story3。Reveal the intrigue4。Offer the prize5。Nail the hook point6。Get the dealFrames:PowerIntrigueTime AnalystPrizingMoral AuthorityAVOIDDo you still think it’s a good deal？So， what do you think？We can sign a deal right away if you want us to。 。。。more
Todd Cheng
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Hot CognitionThe tale is the conversational and human interaction framework of 'frame control' as shared by business pitch consultant。 He has a tough job。 He gets a presentation like time with a senior executive or panel of members to discuss or share and idea that needs funding。 The narrative is in the first person and snippets of his long career are weaved in to share lessons he gained and highlight key physiological research that has been critical to him developing a tested and successful met Hot CognitionThe tale is the conversational and human interaction framework of 'frame control' as shared by business pitch consultant。 He has a tough job。 He gets a presentation like time with a senior executive or panel of members to discuss or share and idea that needs funding。 The narrative is in the first person and snippets of his long career are weaved in to share lessons he gained and highlight key physiological research that has been critical to him developing a tested and successful method。 He used neuroscience less and developed a strong intelligence through what I expect is numerous stresses， struggles， successes， and failures。 A easy read if looking to develop or improve your skills in sharing an idea that needs collaboration or partnerships。 I got to get a better understanding of a tradecraft I am not familiar with and maybe a skill for the next work presentation。 。。。more
Michael McCune
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I wish I had read this book when I started in sales three years ago， trying unsuccessfully to win clients over by logic alone。 My managers would tell me that people buy emotionally rather than logically， and I hated that。 Well， it's absolutely true， and Chapter 1 of Pitch Anything goes into the neuroscience of why that is。 Any technique or mindsets that Klaff or anyone else could teach should be placed against that backdrop。Pitch Anything isn't just another book of techniques though。 Klaff spent I wish I had read this book when I started in sales three years ago， trying unsuccessfully to win clients over by logic alone。 My managers would tell me that people buy emotionally rather than logically， and I hated that。 Well， it's absolutely true， and Chapter 1 of Pitch Anything goes into the neuroscience of why that is。 Any technique or mindsets that Klaff or anyone else could teach should be placed against that backdrop。Pitch Anything isn't just another book of techniques though。 Klaff spent a decade studying and refining his methods。 This book is his attempt to relay all that experience to us in the most efficient way possible。 To get the most out of it， you can't just read it once and be done with it。 I plan on referring back to it often， and of course it helps to highlight the parts you find most valuable。 That said， he does a great job keeping the reader engaged through stories and a writing style which is down to earth。For personal reasons， I couldn't give a 5-star review （perhaps I'm being emotional rather than logical？）。 Klaff is sure to let us know that he isn't another typical sales bro， and in my opinion he's absolutely right。 However， some of his framing （pun intended for those who have read the book） could suggest otherwise。 He believes religiously that every single social interaction is essentially a contest to see who is the most macho， and it shows in his language。 For example， he refers to any hypothetical prospect as your "target。" I want to help my clients， not shoot them！ Then again， I work in b2c。 Maybe when you're trying to win multi-million dollar deals like Klaff， you have to think and behave that way。 And no matter what industry you work in， there is something to be said for not letting prospects bully you around， which they absolutely will do if you don't come out strong。 Pitch Anything is worth any Sales Professional's Time to study （and really anyone who has a job or has to talk to people）。 Klaff did a great job with it， and I look forward to reading his follow-up book Flip the Script。 。。。more
Kasey M。
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If you're looking for feedback on how to be a good sales person and how to really knock opportunities out of the park， this is a great choice。 If you're looking for feedback on how to be a good sales person and how to really knock opportunities out of the park， this is a great choice。 。。。more
Sandeep
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The author presents pitching deals as a battle of egos or frames as he calls it。 There's an alpha and beta。 If you want to win the deal or make your pitch work， he suggests taking control of the social dynamics by breaking through "beta traps" set for you and replacing it with a intrigue frame （to get attention）， time frame （for a sense of urgency）， prize frame （to increase perception value of your offer） and a moral authority frame。 There's no denying these social dynamics exist during interact The author presents pitching deals as a battle of egos or frames as he calls it。 There's an alpha and beta。 If you want to win the deal or make your pitch work， he suggests taking control of the social dynamics by breaking through "beta traps" set for you and replacing it with a intrigue frame （to get attention）， time frame （for a sense of urgency）， prize frame （to increase perception value of your offer） and a moral authority frame。 There's no denying these social dynamics exist during interactions and the author is clear in pointing out that these are not manipulation techniques like the ones taught in sales programs， and instead relying on triggering and working with reptilian brain's responses to information。 Author is anything but self-deprecating and constantly boasting of his ability to win large deals which gets a bit tiring。 。。。more
Austin Damon
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Absolute gold。 So good。 Way more than just sales techniques and closing phrases。 Really it’s how to get people to agree w you on your terms following your agenda。 Gotta practice it w good intentions！
lajomaga
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How to play the brain and sell yourself and your product。 Catchy ways to win in business when you know how a person's mind works。 How to play the brain and sell yourself and your product。 Catchy ways to win in business when you know how a person's mind works。 。。。more
Jake Weihrauch
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This is a good book to help any of us understand how people receive a presentation。 ‘Frame’ control is critically important。
Rian
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This is a good method of how to approach pitching， or an approach for my marketing videos。 I have notes on this one。
Truong Dac Binh
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"If you have to explain your authority， power， position， leverage， and advantage， you do not hold the stronger frame。""Protect your status。 Don’t let the buyer change the agenda， the meeting time， or who will attend。 Withdraw if the buyer wants to force this kind of change。""Remember， small acts of defiance and denial， combined with humor， are extremely powerful in maintaining your frame control and in reinforcing your high status。"Too many gems in this book， which I would love to read a few mor "If you have to explain your authority， power， position， leverage， and advantage， you do not hold the stronger frame。""Protect your status。 Don’t let the buyer change the agenda， the meeting time， or who will attend。 Withdraw if the buyer wants to force this kind of change。""Remember， small acts of defiance and denial， combined with humor， are extremely powerful in maintaining your frame control and in reinforcing your high status。"Too many gems in this book， which I would love to read a few more time 。。。more
Tim
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Great book。 Far far more than pitching。 Great guide on “frame” and the role it plays in our daily lives。
Diệu Hòa Lê
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Cuốn sách viết khá dày công， dễ hiểu và cuốn hút。 Nhưng với 1 đứa không biết nhiều về các thương vụ làm ăn ở 1 đất nước tự do như Mỹ thì khó có thể tưj mình kiểm chứng điều Oren nói， cả về mặt môi trường， văn hoá lẫn đặc thù nghề nghiệp của bản thân đều có vẻ không ủng hộ cách thức này。 Nhưng nói vậy không có nghĩa là nó hoàn toàn vô dụng。 Mình đã có thử nghiệm/ bắt gặp 1 vài tình huống về tính khả dụng của phương pháp của tác giả， và mình cảm thấy điều đó không sai: đó là không nên tỏ vẻ needy， Cuốn sách viết khá dày công， dễ hiểu và cuốn hút。 Nhưng với 1 đứa không biết nhiều về các thương vụ làm ăn ở 1 đất nước tự do như Mỹ thì khó có thể tưj mình kiểm chứng điều Oren nói， cả về mặt môi trường， văn hoá lẫn đặc thù nghề nghiệp của bản thân đều có vẻ không ủng hộ cách thức này。 Nhưng nói vậy không có nghĩa là nó hoàn toàn vô dụng。 Mình đã có thử nghiệm/ bắt gặp 1 vài tình huống về tính khả dụng của phương pháp của tác giả， và mình cảm thấy điều đó không sai: đó là không nên tỏ vẻ needy， cần sự giúp đỡ của người khác， đặc biệt là ở những trường hợp hợp tác làm ăn cần có 1 sự tự tin trong khả năng của mình。 Tuy nhiên， cuốn sách có cách tiếp cận các giải thích khoa học nhưng gần gũi， điều đó cũng chính là 1 trong các triết lý của Oren khi pitching。 Đừng dùng thuật ngữ khó hiểu， hiểu biết về giới hạn khả năng tập trung của người nghe， hay đánh vào tâm lý mà ông gọi là phần não croc của người ta thay vì kích hoạt phần neocortex - phần não mới hơn đảm nhận việc phân tích nguội và chỉ tin vào số liệu cứng。 Nếu 1 ai vẫn từng tin mình có óc phán đoán nhạy bén và có kinh nghiệm bị thuyết phục bởi 1 cái quảng cáo hay người bán hàng nào đó， hẳn họ sẽ hiểu sự đáng sợ của việc phần não croc thô sơ bị thao túng là như nào。 Điều này Oren đã nói từ những năm 90， đến giờ vẫn còn chưa có ai chứng minh điều ngược lại。 Nói tóm lại， dù công việc của mình không có nhiều lối để âp dụng và thực hành phương pháp này， mình vẫn rất thưởng thức cuốn sách， và cũng muốn có 1 môi trường phù hơp để xem mình có thể áp dụng nó được đến đâu。 。。。more
Kwinten
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Frame control， beta traps， dont be needy。 Excellent view on pitching an idea
Joey D
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great book on the mind and sales pitches
MoYaL
，
One of the must read books 。
Etiene Dalcol
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Dragged myself to finish。 There are some really good insights in this book but the narrative is just unbearable。 It is filled with pick up artistry jargon applied to the world of sales。 Not only I have no interest in being "the alpha" or participate in ridiculous dick measuring contests， it is hard to absorb anything of substance from a perspective that thinks the world should revolve around them。 One could say "this is just how pitching works"， but that is wrong。 I have read other great books o Dragged myself to finish。 There are some really good insights in this book but the narrative is just unbearable。 It is filled with pick up artistry jargon applied to the world of sales。 Not only I have no interest in being "the alpha" or participate in ridiculous dick measuring contests， it is hard to absorb anything of substance from a perspective that thinks the world should revolve around them。 One could say "this is just how pitching works"， but that is wrong。 I have read other great books on pitching that lay down some of the same strategies， but without reeking of testosterone。 Many of the ideas presented in this book seem like they would only work with white cis men and would have a HUGE chance of backfiring with everyone else。 I also did not appreaciate that half of the book is just the author patting himself。 。。。more
Pamela Fonseca
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Got some nuggets to use for discovery calls and pitching in my business。 For that alone 5/5。 I can see why others complained about organization of the book though， but it wasn’t a major problem to me。
ElReader
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Extremely well thought， written and clear book about pitching and persuading people。 6/5 Stars
Pete Thomas
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too "sales" oriented for me。 too "sales" oriented for me。 。。。more
Darya
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Very good book on pitching and selling！ That will provide you with the info on how exactly to frame your pitch and close the deal， factors to take into account and lots of examples。 Another great reading from Oren！
Sandra Sabic
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Good stuff。 Quite palatable。 It features a couple of key takeaways which are played on the repeat throughout the book。However， a serious downside as far as the audiobook goes is the choice of narrator。He sounds as he barely entered puberty。It's hard to get in the multimillion dollar， high-stakes deals when we can hear the kid's braces。Seriously， McGraw-Hill。。。 Splurge out a bit。 Good stuff。 Quite palatable。 It features a couple of key takeaways which are played on the repeat throughout the book。However， a serious downside as far as the audiobook goes is the choice of narrator。He sounds as he barely entered puberty。It's hard to get in the multimillion dollar， high-stakes deals when we can hear the kid's braces。Seriously， McGraw-Hill。。。 Splurge out a bit。 。。。more
Hannah Darcy
，