Why pitching is difficult

We must know how the brain works if we want to pitch successfully.

The brain consists of three basic parts.

  • The inner part is referred to as the “crocodile brain” and is concerned with survival. It filters all messages for fight or flight responses.
  • The midbrain tries to make meaning of things and social situations.
  • Finally, the neocortex uses reason to think through complex issues.

When we pitch, the message is first processed by your target’s crocodile brain, which is why you must bring something new, exciting, and positive to enable the “croc brain” to pass on to the next part.

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