After Oren Cluff raised more than $400 million for his company and conducted nearly 10,000 hours of research, he came to a startling conclusion: at that crucial moment when we simply need to be persuasive, nine times out of ten, We are not up to the task. Our big ideas have a surprisingly low likelihood of getting through.

Whether you're trying to sell your idea to an investor, offering a new service to a client, or even negotiating a salary increase, the technique described in this book will change the way you think about how to present your ideas.

The author argues that the perfect pitch (presentation of an idea, usually with the aim of obtaining funding) is not an art at all, but rather a science. Using the results of the latest research in the field of neuropsychology and citing non-trivial examples from his own practice, Cluff explains how our brain actually makes decisions and reacts to attempts to “sell” something to it. Armed with this knowledge, you will gain complete control over the process of your presentation.

The author's pitching method called STRONG takes into account how our brain works and allows you to gain framing control in any situation, i.e. make your point of view dominant when communicating with other people.

After reading this book, you will learn

How to gain authority and attract the attention of the audience from the first minutes of the presentation. How to package your idea so so that it breaks through the wall of indifference and interests your interlocutors. How to completely control the presentation process, even if they ask you uncomfortable questions and try to seize the initiative. Who is this book for

For everyone who wants to become more persuasive.

The trick of the book

A unique STRONG methodology, based on research and confirmed by the results that the author was able to achieve.

From the author

If you have been doing business for more than ten minutes, you probably already understand: the better you manage to hold someone's attention, the more likely that person will be inspired by your idea.

But what kind of advice is this actually? Telling someone, “Keep the audience’s attention,” is like teaching someone how to play tennis and saying, “Now throw a curveball.” The man already knows everything! But he doesn’t know how to do it right.

And this can be learned. If you like work has to sell something - a product, a service, an idea, then you know how a good presentation can contribute to the development of a project, and a bad one can ruin it. And you probably know well how difficult it can be to pitch to a skeptical audience when they pay attention to you one minute, and the next they’re chatting on the phone. But we all have to face this situation. And although most of us spend less than one percent of our time on it, presenting can be our most important activity. When we need to raise money, sell an idea, or get a promotion, we have to do this. And it doesn’t matter.