Just like the martini making we talked about earlier, the amount of dopamine in the cocktail has to be just right. Not enough, and there is no interest in your or your ideas; too much, and there is fear or anxiety.

First, you don’t want your message to trigger fear alarms. And second, you want to make sure it gets

This is a subtle framing technique known as prizing. What you do is reframe everything your audience does and says as if they are trying to win you over.

Collectively, I call these the STRONG method (you will learn about these soon).

First, you don’t want your message to trigger fear alarms. And second, you want to make sure it gets recognized as something positive, unexpected, and out of the ordinary—a pleasant novelty.

the brain is a cognitive miser. Unless it can get value for itself, it stops paying attention. The analyst frame can devastate your pitch because it only values hard data and ignores the value of relationships and ideas. This frame is completely lacking in any kind of emotion or connection to the people in the room.

Step 4: Begin to initiate frame collisions with safe targets—those who pose no major career risk to you. What I’m saying is, tomorrow, don’t stride into the CEO’s office, grab a sandwich out of his hand, and put your feet up on his desk, telling him that it’s time you and he had a talk about your bonus. Working with a partner, begin to overtake opp

In almost every pitch situation, you need something

Every social interaction is a collision of frames, and the stronger frame always wins. Frame collisions are primal. They freeze out the neocortex and bring the crocodile brain in to make decisions and determine actions.