Catering to the Crocodile
In the book “Pitch Anything,” author Oren Klaff talks about the “crocodile brain.” That’s his label for the unevolved way in which people react to sales pitches. It’s a defensive posture. Typically, people will: Ignore you if possible. Focus on the big picture. Which should be presented with well differentiated, “high contrast” options. Respond emotionally. …