Short and strong narratives that introduce characters who are overcoming real-world obstacles can ignite hot cognitions—which, in turn, push the target out of paradigmatic and analytical thinking mode.

Because the brain pays attention to things that are in motion, you paint a picture of the idea moving out of an old market into a new one.

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.

In paradigmatic mode, the target takes the content of your pitch and analyzes it in terms of “tightly reasoned analysis, logical proof and empirical observation.” In other words, the information you’re providing is getting analyzed.

the person who owns the frame owns the conversation).

Here’s the “big idea” in 76 words: There is a fundamental disconnect between the way we pitch anything and the way it is received by our audience. As a result, at the crucial moment, when it is most important to be convincing, nine out of ten times we are not. Our most important messages have a surprisingly low chance of getting through.

So what should you do if someone demands details? You respond with summary data that you have prepared for this specific purpose. You answer the question directly and with the highest-level information possible. Then you redirect their attention back to your pitch.

To give a norepinephrine kick and create tension, take something away.

It’s a fundamental concept driving every single presentation—it’s the hook that allows you as the presenter to grab and hold attention by subconsciously saying, “I have a solution to one of your problems. I know something that you don’t.”