Book Review: 'Pitch Anything' by Oren Klaff

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Oren Klaff, a successful investment banker and pitching consultant, has raised over 400 million in 13 years. He owes all of it his pitching prowess. Drawing from years of pitching experience, from psychology to neuroeconomics and more, Klaff presents the seminal book on pitching: Pitch Anything. It’s a book on how to go about pitching for just about anything. Klaff insists that pitching is not an art, but science. And that there are things you can do methodically or formulaically to achieve pitching success. This book describes his formula on how to go about pitching, applicable to just about any type of scenario — whether that is to pitch for new business, negotiate a salary, make a case to close a deal. This book is meant to rethink the way you pitch and give you the control and techniques to make that pitch in any situation with great success.

Oren Klaff's Pitch Anything introduces a number of stages on the science of pitching, including setting the frame, telling a story, revealing the intrigue, offering the prize, nailing the hook point to getting the desired decision. Each stage is bound to level up your pitching game, and your life. Klaff gets you to recognise that this whole pitching success isn’t about hard work, rather the method in which you pitch. And the better your method is, the better the chances of your success and the money and business you will gain on the back of it. 

Oren Klaff's Pitch Anything introduces the concept of frame control. It deals with how to control the frame of your audience’s interest, and that when you can master this frame of control, you’re able to exert dominance on what you’re pitching — and why that pitch is worth the recipient’s interest. Having control and dominance is a useful skill applicable to multiple scenarios, from presentations to negotiations. 

Oren Klaff's Pitch Anything highlights a series of concepts and one among them is the strong framework, which is a step-by-step process on how to articulate and organize a winning pitching. This would involve things like creating a compelling opening to creating intrigue that makes the pitch much more assertive, entertaining and necessary. Another concept Kalff reveals is the idea of hot cognition, which deals with the way one responds to the need to decide in a short time or when under pressure. Klaff offers ways to tap and guide these emotional responses to create more effective and desired responses.

To expand further, Oren Klaff's Pitch Anything explores the fundamental concept of the framework, combining the chapters of frame, rapport and label. Framing deals with rethinking the worth of the pitch from the point of the recipient's perspective. Rapport deals with building the right emotional connection with the recipient's mindset, which includes techniques like mirroring and labelling that capture that which resonates with the recipient. Label deals with acknowledging the mindset and feelings of the recipient, which is a means to connect better, and in a way that influences desired outcomes. Beyond the framework, it’s worthy noting that techniques alone will not make a successful pitch no matter how true it may seem. Nevertheless, the skills one can draw from this book will improve their pitching quality substantially, and can be applied for all sorts of professional and personal scenarios.  

Get your copy here: amzn.to/3vAmBvY