Books

Pitch Anything | Oren Klaff


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The negotiator Oren Klaff believes that the human brain has developed in three separate stages: (1) the old brain (“crocodile brain”) which filters information, generates fight-or-flight responses and is generally primitive in its decision-making, (2) the midbrain which assesses the meaning of something as well as social situations and (3) neocortex that is developed with a problem-solving ability. Man’s thought process is similar to our evolution: first survival, then social relations and then problem solving. To reach the logic center of the receiver, we must pass three guards. The most important thing is to get and keep attention.

A “Brief” on the book can be read here.

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