Facts tell, but stories sell. Klaff insists on abandoning the "info dump." Instead, use a specific narrative structure that releases dopamine—the chemical of interest and reward. The story must have a hero (you), a villain (the problem), and a massive struggle. The innovation here is . You aren't just telling a story; you are revealing that other high-status people are already interested. This triggers the Crocodile Brain’s "Food" response.
Data is boring; stories are memorable. The story appeals to the Mid-Brain. Facts tell, but stories sell
If you're interested in learning more about pitching and how to apply the O.R.E.N. framework, we recommend checking out the following resources: The innovation here is
People want what they can’t have. By introducing an "Intrigue Frame," you create a knowledge gap. You share just enough information to make them curious, then pivot, forcing them to lean in to hear more. This shifts the dynamic from you "chasing" them to them "following" you. 4. Offering the Prize Data is boring; stories are memorable
Most traditional pitches fail because they trigger the "Danger" response. How? By being long, tedious, and socially needy. When you project neediness ("We really need this funding to survive"), the Crocodile Brain senses a threat (a parasite) and shuts down the higher cognitive functions responsible for logic and deal-making. Klaff’s innovation is to stop pitching to the Neocortex (logic) and start pitching to the Crocodile Brain (instinct).