When you describe your idea, project, or product, first give it context by framing it against these three market forces or trending patterns that you believe are important.

Defiance and light humor are the keys to seizing power and frame control.

This idea introduction pattern goes like this: “For [target customers] Who are dissatisfied with [the current offerings in the market].

As businesspeople, we come together to find solutions to problems—not to admire problems that have already been solved for us. If you don’t have a series of challenges for the target to over-come—with pushes and pulls and tension loops—then you don’t have a pitch narrative.

“For [target customers] Who are dissatisfied with [the current offerings in the market]. My idea/product is a [new idea or product category] That provides [key problem/solution features]. Unlike [the competing product]. My idea/product is [describe key features].”

You can trigger a hot cognition instantly, but cold cognition can take hours or days. Most presentations are set up to take the target down the path of a cold cognition. They try to justify the big idea with facts and information. Hot cognitions encode value. It’s the anticipation of a large financial gain that is emotionally compelling to the

Here are the most important terms for you to know and to own personally: Frame control Power-busting frame Frame collisions Prizing Beta traps Seizing status Local star power Push/pull Alpha Hot cognition Crocodile brain Neocortex These terms label the social phenomena that are invisible to others and that used to be invisible to you.

If you wait for someone in the audience to say (or give body language to the effect), “We only have a few minutes left, so let’s wrap this up,” you will lose the frame because you now have to react to that person. Instead, when you see attention begin to bottom out and expire, that’s it. You’re done. Stay in control of time, and start wrapping up.

Prizing is a way to deal with threatening and fast-approaching frames that are likely to push you into a low-status position. When you prize, you frame yourself as high value in the eyes of your target. Prize correctly, and your target will be chasing you.