32 Phenomenal Oren Klaff Quotes

Oren Klaff is the author of the book ‘Pitch Anything.’ Focused on achieving results and making better deals, Klaff digs into the field of neuroeconomics to understand how connections are forged among people. During his time sharing the value of pitching right, many wise words have been shared. Here is a look at some of the best Oren Klaff quotes.

“A frame is the instrument you use to package your power, authority, strength, information, and status.”

“A pitch narrative can be thought of as a series of tension loops. Push then pull. Create tension. Then resolve it.”

“A way to present this material without the target becoming too analytical about it.”

“As I’ve said before, the brain is a cognitive miser. Unless it can get value for itself, it stops paying attention.”

“As you share your story, there has to be some suspense to it because you are going to create intrigue in the telling of the story by telling only part of the story. That’s right, you break the analyst frame by capturing audience attention with a provocative story of something that happened to you, and then you keep their attention by not telling them how it ends until you are ready.”

“Attention will be given when information novelty is high and will drift away when information novelty is low.”


“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.”

“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].”

“Frames create context and relevance; as we will see, the person who owns the frame owns the conversation.”

“If you are trying to win your target’s respect, attention, and money, he becomes the prize.”

“Money is never a prize; it’s a commodity, a means for getting things done. Money simply transfers economic value from place to place so that people are able to work together.”

“Narrative and analytical information does not coexist. It cannot; that’s simply impossible. The human brain is unable to be coldly analytical and warmly engaged in a narrative at the same time.”

“Only one frame will dominate after the exchange, and the other frames will be subordinate to the winner. This is what happens below the surface of every business meeting you attend, every sales call you make, and every person-to-person business communication you have.”

“Our bodies “know” the situations we meet in life and how we should respond.”

“Our thought process exactly matches our evolution: First, survival. Then, social relationships. Finally, problem solving.”

“Setting the frame, telling the story, revealing the intrigue, offering the prize, nailing the hookpoint.”

“The alpha enjoys most of the attention in a social interaction, even when he’s not demanding it. And when he does demand it, the alpha captures the group’s attention immediately. When he makes a statement, it’s regarded as true, and the claims go unchallenged. There’s plenty of evidence to suggest that the alpha in a group is trusted and followed without question.”

“The patterns he found in the brain consistently predicted whether test subjects eventually pushed a button with their left or right hand—about seven seconds before they felt they had made a conscious choice to do it.”

“The two parts of the attention cocktail are novelty and tension, which in a pitch work together in a feedback loop for about 20 minutes until—no matter what you do or how hard you try—they get out of balance and then stop working altogether.”

“There are limits to the human attention span, which is why a pitch must be brief, concise, and interesting.”

“They want to see someone forced into action and positively overcoming obstacles.”

“This is called creating local star power. This is critically important. With local star power, you’ll be able to succeed in pitching audiences who don’t know you; the ability to create and sustain local star power literally is going to mean the difference between success and failure.”

“This was classic Sam Greenberg, who, like the legendary Carthaginian commander Hannibal, would either find a way or make one.”

“To give a dopamine kick and create desire, offer a reward. To give a norepinephrine kick and create tension, take something away.”

“We don’t need facts and explanations to convince ourselves. We know what we like. Even when we try the rational approach—making lists of pros and cons—if it does not come out how we like, we go back and redo the list until it does.”

“When Jack Welch eventually wrote his biography, it wasn’t called Intense Analysis; it was titled, Straight from the Gut.”

“When you are reacting to the other person, that person owns the frame. When the other person is reacting to what you do and say, you own the frame.”

“When your target is trying to win your attention and respect, you are the prize.”

“Who believes that we feel decisions in our body, not our mind. There’s a whole side to us that computers don’t have and the “rational economic man” economists like to talk about doesn’t have either. Our bodies
“know” the situations we meet in life and how we should respond.”

“You create novelty by violating the target’s expectations in a pleasing way.”

“You only have five minutes before your pitch wanders into a mental no-man’s land.”

“Your intrigue story needs the following elements: 1. It must be brief, and the subject must be relevant to your pitch. 2.You need to be at the center of the story. 3.There should be risk, danger, and uncertainty. 4.There should be time pressure—a clock is ticking somewhere, and there are ominous consequences if action is not taken quickly. 5. There should be tension—you are trying to do something but are being blocked by some force. 6.There should be serious consequences—failure will not be pretty.”

Check out this interview with Chase Jarvis as he discusses Oren Klaff’s secrets of pitching. Focused on achieving results, Klaff is the author of the book ‘Pitch Anything.’

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