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Crocodile Brain

Mid Brain

Neocortex3

1

2

NOVEL

Always fearful and suspicious, the Croc brain is making decision to keep you away from danger.

BORING?IGNORE IT.

FAST

VISUALCONCRETE

HIGH CONTRAST

NOT SAFE?RUN.

COMPLICATED?RADICALLY SUMMARIZE.

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The Croc Brain is Picky and a Cognitive Miser Whose Primary Instinct is Survival

Going to igore you if possible- and won’t do a lot of work

Capital is a commodity - you are the Prize.

Di�cult to move forward until they engage.

When you have enough credibilty, you can �ip the frame

A NEW STRUCTURE FOR PITCHING

PRIZING, HOOKPOINT, QUALIFYING

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NEW MODEL OF PITCHING

THE BIG IDEA

PRIZING

PRIZING

TENSION & NOVELTY

INTRIGUE PINGS

FRAME CONTROL

CALIBRATION

CREATES HIGH STATUS

TIME CONSTRAINTPUSH-PULL

DEAL

MARKET FORCES&

CHANGE BLINDNESS

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THE BIG IDEA: FRAME CONTROL

Every meeting, pitch and presentation is a social enounter that is governed by frames. Frames are a point-of-view,

a perspective - a position.

Frames don’t combine or mix - they collide.

The strongest frame always wins.

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