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Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal Kindle Edition

4.6 4.6 out of 5 stars 3,749 ratings

Gold Medal Winner--Tops Sales World's Best Sales and Marketing Book



“Fast, fun and immensely practical.”

—JOE SULLIVAN, Founder, Flextronics



“Move over Neil Strauss and game theory. Pitch Anything reveals the next big thing in social dynamics: game for business.”

—JOSH WHITFORD, Founder, Echelon Media



“What do supermodels and venture capitalists have in common?They hear hundreds of pitches a year. Pitch Anything makes sure you get the nod (or wink) you deserve.”

—RALPH CRAM, Investor



Pitch Anything offers a new method that will differentiate you from the rest of the pack.”

—JASON JONES, Senior Vice President, Jones Lang LaSalle



“If you want to pitch a product, raise money, or close a deal, read Pitch Anything and put its principles to work.”

—STEVEN WALDMAN, Principal and Founder, Spectrum Capital



Pitch Anything opened my eyes to what I had been missing in my presentations and business interactions.”

—LOUIE UCCIFERRI, President, Regent Capital Group



“I use Oren’s unique strategies to sell deals, raise money, and handle tough situations.”

—TAYLOR GARRETT, Vice President, White Cap



“A counter-intuitive method that works.”

—JAY GOYAL, CEO, SumOpti



About the Book:



When it comes to delivering a pitch, Oren Klaff has unparalleled credentials. Over the past 13 years, he has used his one-of-a- kind method to raise more than $400 million—and now, for the fi rst time, he describes his formula to help you deliver a winning pitch in any business situation.



Whether you’re selling ideas to investors, pitching a client for new business, or even negotiating for a higher salary, Pitch Anything will transform the way you position your ideas.



According to Klaff, creating and presenting a great pitch isn’t an art—it’s a simple science. Applying the latest findings in the field of neuroeconomics, while sharing eye-opening stories of his method in action, Klaff describes how the brain makes decisions and responds to pitches. With this information, you’ll remain in complete control of every stage of the pitch process.



Pitch Anything introduces the exclusive STRONG method of pitching, which can be put to use immediately:



Setting the Frame

Telling the Story

Revealing the Intrigue

Offering the Prize

Nailing the Hookpoint

Getting a Decision



One truly great pitch can improve your career, make you a lot of money—and even change your life. Success is dependent on the method you use, not how hard you try. “Better method, more money,” Klaff says. “Much better method, much more money.” Klaff is the best in the business because his method is much better than anyone else’s. And now it’s yours.



Apply the tactics and strategies outlined inPitch Anything to engage and persuade your audience—and you’ll have more funding and support than you ever thought possible.

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Editorial Reviews

Amazon.com Review

Using the S.T.R.O.N.G. Method, you will discover that PITCH ANYTHING gives you a common vocabulary in identifying hurdles that might keep you from getting your next deal. You will learn how to read subtle (but obvious) shifts in power during meetings; how to own the room by creating local star-power and capture the alpha position; you will learn when to press forward and when to pause. Once you realize you have control over the agenda and the flow, you’ll always stay composed, get the high-status position, own the frame, and get to the hook point. Then, closing is easy.











PITCH ANYTHING is a fast-paced narrative packed with crystal clear examples illustrating the unique S.T.R.O.N.G. Method, which takes advantage of how the brain really works by Setting the Frame; Telling the Story; Revealing the Intrigue; Offering the Prize; Nailing the Hookpoint; and Getting a Decision. These are methods to get frame control, a way of making your perspective the dominant one in social encounters. Each of these tactics can get you closer to closing a deal. Used together, they give you complete control over the pitch process.

IF YOU’RE THE FRONT MAN, THE PERSON WHO HAS TO PITCH THE DEAL OR SELL SOMETHING, THEN TODAY YOU HAVE TO RISE TO A NEW LEVEL. Your marketplace is more crowded than ever. Socially,with people’s attention splintered over half dozen devices, and the speed of life increasing, the attention of your target is growing more and more scarce. If you can’t get and keep your target’s attention, then it doesn’t matter how well you present the information about your product or deal. And getting attention isn’t a technical or business skill; it’s become social skill.

From the Publisher

Oren Klaff is Director of Capital Markets for the investment bank Intersection Capital, where he raises tens of millions of dollars from investors and institutions. Intersection Capital has grown to $250 million of assets under management by using Klaff’s pioneering approaches to raising capital and incorporating neuroscience into its capital markets programs. He is a specialist in financial modeling and the codeveloper of Velocity, a capital markets product that has raised more than $100 million of private equity and venture capital.

Product details

  • ASIN ‏ : ‎ B004H4XL7E
  • Publisher ‏ : ‎ McGraw Hill; 1st edition (February 18, 2011)
  • Publication date ‏ : ‎ February 18, 2011
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 592 KB
  • Simultaneous device usage ‏ : ‎ Up to 4 simultaneous devices, per publisher limits
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 242 pages
  • Page numbers source ISBN ‏ : ‎ 0071752854
  • Customer Reviews:
    4.6 4.6 out of 5 stars 3,749 ratings

About the author

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Oren Klaff
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Oren Klaff is a seasoned capital markets professional with over 20 years of experience in the private financial markets, structuring private debt and equity offerings, exceeding 10 figures. As the founder of Intersection Capital, Mr. Klaff has assisted in multiple capital markets transactions, and led engagements for assumption-driven financial modeling. He currently serves as the CEO of Intersection Capital, and serves as interim management and on the board of OK Stone Engineering.

Oren has spoken to audiences at Google, Publicis, Xerox, INC Magazine, Advertising Age, Symantec, Veritas, XPrize, Fund Launch and many more. With 20+ years of experience as an investment banker, he is focused on raising capital, and structuring complex sell-side deals.

Customer reviews

4.6 out of 5 stars
3,749 global ratings

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Customers say

Customers find the book easy to read and providing valuable insights into how the human brain processes information. They describe it as a refreshing look at sales and consider it worth the hype. Readers appreciate the narratives and storytelling that showcase the method in action. The pacing is professional, with good meeting strategies provided. Many customers find the concept of frame control interesting and helpful for laying out frames. However, opinions differ on the effectiveness of the strategies presented.

AI-generated from the text of customer reviews

362 customers mention "Readability"351 positive11 negative

Customers find the book concise and easy to read. They appreciate the practical examples and frameworks for pitching ideas. The author clearly explains new methods for presenting ideas with examples that make them understandable. Overall, readers find the book an outstanding resource for improving communication skills.

"Pitching is highly valued today. It is an ‘art form’ requiring knowledge of human nature, how the brain receives information, communication skills,..." Read more

"...you apply Oren's methods, you will find yourself more confident, better performing, and more efficient, and no this is not a Viagra commercial, it's..." Read more

"...I think it truly challenges conventional sales practices. It’s a must read. I’m surprised I hadn’t heard about it before." Read more

"...warfare, it's a text about having the right story, having something worth "pitching," not wasting anyone's time during the pitching process and more...." Read more

342 customers mention "Insight"316 positive26 negative

Customers find the book provides valuable insights into how the human brain processes information. They appreciate the case studies and the boiled-down concepts that work. The book helps them understand framing and pitch ideas better.

"...an ‘art form’ requiring knowledge of human nature, how the brain receives information, communication skills, courage and a lot of practice...." Read more

"...Once you apply Oren's methods, you will find yourself more confident, better performing, and more efficient, and no this is not a Viagra commercial,..." Read more

"It’s revelational from a salesperson perspective. I think it truly challenges conventional sales practices. It’s a must read...." Read more

"...You frame the pitch, the environment of the pitch, the psychology of the pitch, etc...." Read more

69 customers mention "Value for money"66 positive3 negative

Customers find the book provides a refreshing look at sales. They say it's worth the hype and provides insights when pitching expensive products. Readers also mention it's one of their best books on raising money and working with social dynamics. Overall, they describe it as a great book that feels like 21st-century sales.

"...This book is not only worth all the hype - but actually worth, in my opinion, more...." Read more

"...me understand and refine framing, as well as give insights when pitching expensive products." Read more

"...One truly great pitch can improve your career, make you a lot of money--and even change your life...." Read more

"...This incident, by the way, is worth the price of admission for the book...." Read more

41 customers mention "Storytelling"38 positive3 negative

Customers enjoy the narratives and examples in the book. They find the author's ability to describe complex ideas and concepts in a useful way. The book is described as an engaging read for storytellers and pitchers. It provides a convincing framework with vocabulary and systems to describe everyday human interactions.

"...tricks with elements of psychological warfare, it's a text about having the right story, having something worth "pitching," not wasting anyone's..." Read more

"Great read with frameworks and practical examples for pitching ideas. Great for those who strive to influence." Read more

"...The narrative is in the first person and idea snippets of his long career to share lessons he learned and highlight key physiological research that..." Read more

"Oren has the ability to tell stories...." Read more

25 customers mention "Pacing"19 positive6 negative

Customers find the book's pacing good. They say it provides good meeting strategies and is easy to read. The book offers a refreshingly different look at selling and is thought-provoking.

"...critical point of the book that may escape you on the first read, is integrity...." Read more

"...As he displays in this entertaining and illuminating look at how we pitch deals --ideas, projects or even ourselves --he can parse for general..." Read more

"...It's not about deception, embellishment, lies, being something your'e not, badgering your target. If you want that go somewhere else...." Read more

"...The rest is standard sales. It’s ballsy, borderline manipulative and just feels wrong." Read more

12 customers mention "Frame control"12 positive0 negative

Customers find the book helpful for understanding frame control. They appreciate the explanation and how it helps them lay out frames when pitching ideas. The concept of frames is interesting and the book introduces ideas for developing presentations and provides creative ways to pitch.

"...He continues with two excellent chapters on the importance of frame control (who owns the frame/power) and of status...." Read more

"...The book helps you lay out frames and have the other person or company want you or your product...." Read more

"...Really goes through the levels of the pitch, whilst embellishing details on Frame control, and other underlying constructs which allow you to..." Read more

"...has some outstanding ideas on how to understand and master frames when pitching ideas...." Read more

20 customers mention "Effectiveness"13 positive7 negative

Customers have different views on the book's effectiveness. Some find it clear and straightforward, with a logical and doable strategy that anyone can learn. They also mention it challenges every method they've learned in the last 20 years in sales. However, others feel the strong method is not fully explained and lacks intellectual depth. There are also complaints about overly complicated strategies and quality control issues.

"...you will find yourself more confident, better performing, and more efficient, and no this is not a Viagra commercial, it's the truth, he doesn't..." Read more

"...The rest is standard sales. It’s ballsy, borderline manipulative and just feels wrong." Read more

"...having the right story, having something worth "pitching," not wasting anyone's time during the pitching process and more...." Read more

"...This book will not only give you better tactics and strategy on how to pitch ideas, products, or services, but it will (or at least with me it has)..." Read more

11 customers mention "Experience"7 positive4 negative

Customers have varying opinions about the book. Some find it satisfying and fulfilling, with a blend of information and real-world experience. They mention it's an enjoyable and informative guide that makes them feel more relaxed. Others find it uncomfortable, manipulative, and nauseating.

"...It is engaging, fun to read and practical. I found it viscerally satisfying and fulfilling...." Read more

"...I think that makes using them a lot more effective and feel more natural...." Read more

"...It’s ballsy, borderline manipulative and just feels wrong." Read more

"...Oren clearly and succinctly presents the mechanics, the psychological reasons, of why this method works...." Read more

Transform Your Pitching Game with Oren Klaff's "Pitch Anything"
5 out of 5 stars
Transform Your Pitching Game with Oren Klaff's "Pitch Anything"
"Pitch Anything" by Oren Klaff is a game-changer for anyone looking to master the art of pitching. As someone who regularly pitches ideas and projects, I found Klaff's insights incredibly valuable and transformative.The book dives deep into the psychology behind pitching and provides a step-by-step framework that is both practical and easy to implement. Klaff's method, known as the STRONG method (Setting the Frame, Telling the Story, Revealing the Intrigue, Offering the Prize, Nailing the Hookpoint, and Getting a Decision), is revolutionary. It not only helps you structure your pitch but also ensures that you keep your audience engaged and interested throughout the presentation.One of the standout aspects of this book is Klaff's ability to explain complex psychological concepts in a relatable and actionable way. His real-life examples and anecdotes make the content engaging and relatable, helping readers to see how they can apply these techniques in their own pitches.Additionally, the book emphasizes the importance of confidence and maintaining control of the conversation, which are crucial skills in any pitching scenario. Klaff's advice on framing and the importance of understanding the social dynamics at play during a pitch were particularly enlightening."Pitch Anything" is more than just a guide to pitching; it's a comprehensive manual on how to communicate more effectively, persuade others, and achieve your goals. Whether you're an entrepreneur, salesperson, or anyone who needs to pitch ideas regularly, this book is an invaluable resource.Overall, Oren Klaff's "Pitch Anything" is a must-read for anyone looking to elevate their pitching skills. It's insightful, practical, and packed with actionable advice that will undoubtedly make a difference in your pitching game. Highly recommended!
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Top reviews from the United States

  • Reviewed in the United States on August 28, 2016
    Pitching is highly valued today. It is an ‘art form’ requiring knowledge of human nature, how the brain receives information, communication skills, courage and a lot of practice.

    Pitching is essential to leadership in all aspects of life – motivating others to act, gaining traction for an idea, raising capital, landing the job or promotion you seek, raising children, and reaching consensus on key issues with your spouse.

    Pitching for me is integral to my work which is creating new companies in health care. Primary tasks include developing a core value proposition, creating a team – executive team, board of directors, advisors – and raising capital. I know the value of effective pitching firsthand and have had many great teachers – Charan, Gallo, Duarte, Weissman – who have helped me shape my pitching style. I can now add Oren Klaff and his “Pitch Anything” to the list. Klaff who is the Director of Capital Markets at Intersection Capital has written a gem of a book on pitching.

    “Pitch Anything” from my point of view is a must-have for novices and those seeking to improve their “pitching method.” Its’ subtitle, “An Innovative Method for Presenting, Persuading, and Winning the Deal,” describes perfectly what you will gain from this book.

    I have learned in my work with start-ups that many entrepreneurs and inventors build their pitch around what they want their audience to know, rather than what the audience needs to make a decision. There is a big disconnect between the way the pitch is given and the way it is received by the “target”. Entrepreneurs and inventors have incredible knowledge about their subject and make the most important points clearly, but despite being well organized and passionate, their pitch is not convincing and they lose an opportunity. First impressions are lasting.

    The book begins with an overview of Klaff’s preferred and proven six-step method for pitching, STRONG.
    1. Set the frame
    2. Tell the story
    3. Reveal the intrigue
    4. Offer the prize
    5. Nail the hook point
    6. Get the deal
    He has used this six step method to raise tens of millions of dollars for his clients.

    He continues with two excellent chapters on the importance of frame control (who owns the frame/power) and of status. Understanding and managing these contextual issues will influence the receptivity of your audience.

    ' Frame control - Everyone brings a frame to his or her social encounters. Only one frame will dominate and it will crowd out the weaker frame. This happens below the surface in every business meeting, every sales call and in every person-to person business communication. If your frame wins, you will enjoy frame control.
    ' Status - How others view you is critical to your ability to establish the dominant frame, and then to hold onto power you gained after taking control. Status is not earned by being polite. It is not earned through small talk. Neither according to Klaff will serve you well as they only reduce your status. Klaff shows how to create situational status so you can positively alter the way people think about you.

    Klaff then outlines a good pitch and uses a case study to underscore each of the keys to success. Several key takeaways include:

    • Let the audience know how much time you will take to put the “target” at ease. Why? They do not know how long they are going to be stuck listening to a stranger. This will help in keeping their attention.
    • Introduce your idea in one minute without details. The idea introduction pattern – “for _____(target customers who are dissatisfied with the current offerings in the market)…my _____is a _______(new idea or product category) that provides _______(key problem/solution features). Unlike _______(the competing product), my idea/product is ______(describe key features).” Then let them in on the “secret sauce” and the budget.
    • Make sure they know that the most important deliverable is you.
    • Use frame-stacking and hot cognitions (a whole chapter is dedicated to this) to lead them to a positive decision. Most major decisions are not made by cold cognitive processes such as evaluation analysis, but instead by hot cognition. Data is generally used to justify decisions only after the fact.

    This is only a snapshot of what Klatch describes. You will find much more detail with ‘how to” guides that are extremely helpful in crafting and delivering a successful pitch.

    Another key subject area that is covered in the book is ‘neediness’. Pitching or selling does not come without rejection no matter how skilled you are in the art form. The disturbing thing about rejection is that you really never get used to it. It’s natural and unavoidable to become disappointed when you get a “no”. You are human. If you let it, though, it will lead to validation-seeking behavior which is the number one deal killer.

    Klaff provides several key sources of neediness that come from within. We fall into validation-seeking behaviors when:
    1. We want something that only the target can give us
    2. We need cooperation from the target and can’t get it
    3. We firmly believe that the target can make us feel good by accepting our pitch
    4. The target seems uninterested in our pitch, begins to withdraw, or shift his or her attention to something else.

    The formula for thwarting this deal-killing behavior follows the rules of Tao:
    1. I want nothing – eliminate your desires
    2. Focus only on the things you do well – be excellent in the presence of others
    3. Announce your intention to leave the social encounter – withdraw at crucial moment when they are expecting you to come after them.
    Success here will make them come after you.

    Those who pitch MUST consider that the brain has limited focus and capacity. For most, 90% of the message will be discarded. “Pitch Anything” provides a guide to pitching so you can get and keep the attention needed to own the room, drive emotions, and “hook ‘em” to the conclusion you seek.
    81 people found this helpful
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  • Reviewed in the United States on September 5, 2014
    "THE best way to conduct business, hands down." "Sun Tzu Channeled into Business"

    This review may sound like I was paid to do this, but that's because the results of Oren's approach have paid me back in spades. This is simply my honest impression.

    You may be reading this because you are considering buying Oren's book, maybe you find yourself selling a product, looking to secure orders, or pitching a deal of some kind, real estate, venture capital, what have you... and you've come to the right place! God's honest truth, this book made me realize I've been doing business backwards, literally, for years. You're concerns probably run along the lines of impressing buyers, and informing investors, running them over with a school bus full of numbers charts and graphs. More than likely, you find yourself calling people who never call back, asking for contracts, and thats why you need to get into pitch anything, so you can cut all that out, and get on the right track. In hip-hop, this is called "flipping the script" and that's exactly what Oren's done with this book.

    Not too long ago I was there in your shoes, trying to bring investors into a deal that carried a large risk/reward basis, and I came to Oren's writing through a long hunt for material on selling that wasn't the same tired methods, which typically break down to brow beating a buyer till they submit. From the material in this book I was able to create a pitch that highlighted the innovation of the investment, and as such, investors were more interested in being a part of what we were doing, than the ROI. This paid off for them, and my company at the time.

    What sets Oren and his methods apart, and for me is the most critical point of the book that may escape you on the first read, is integrity. I know it isn't as sexy as talking about frame busting methods, or closing huge deals, but for me, it's most important. As Oren points out, selling or investing happens "from the gut" for your clients, and as such eradicating "neediness" is key. This eradication of neediness is a natural steroid for confidence, and as such, will build up your self esteem in the process of getting that check, and he will also make you realize that the check isn't 100% of your goal, rather, your priority in any deal is to find the best client, investor, or customer, and as such build a relationship.

    This integrity factor is what stands out the most for me since in most scenarios I've been in, the person making the offer becomes the supplicant, and the investor/buyer the dominant. By injecting this integrity into the structure of what we do making deals happen, as well as in our everyday lives, we can become better purveyors of our services, treat clients better, and create an opportunity to grow that is smooth, and lacks the trials and tribulations of buyer's remorse. Once you apply Oren's methods, you will find yourself more confident, better performing, and more efficient, and no this is not a Viagra commercial, it's the truth, he doesn't want to make you confident, but he will anyway. This is presenting and business as it should be, I don't know how else to say it.

    And I haven't even scratched the surface in terms of the STRONG process itself, its efficiency and clarity are unmatched. Suffice to say that we need to recognize the value exchange in every situation as Oren explains. Though frame control is critical to the process, the value delivered is just as critical in my experience, stuff all the value you can into everything, making your sales process or presentation border on an education for your clients and customers, and it will be returned to you.

    I'm the type of person who reads everything, you know all that small print at the bottom, I've read it. As such I've read many, many books on selling, creating, developing, and Oren's book hits the nail on the head in a way that is unique to the man himself. If you can even imagine a story better than the Airport presentation, I would challenge you to send it to me personally for verification, I'm trying myself ;)

    Bottom line is that if you do any business that deals with sales, investments, presenting of any kind, you need to read this, and while you're at it, get yourself a seat in Pitch Mastery, and get schooled on these techniques, because honestly, until you do you are losing money.

    Oh and did I mention that Oren's the real deal, not some motivational speaker guru guy, this man is closing deals daily, and this book is how you can take notes!
    15 people found this helpful
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Top reviews from other countries

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  • Joachim A.
    5.0 out of 5 stars Eines der wertvollsten Bücher
    Reviewed in Germany on November 18, 2024
    Das Buch habe ich eher per Zufall gekauft, weil mich der Titel angesprochen hat. Dann habe ich das angefangen zu lesen und innerhalb von 3 Tagen durchgearbeitet, nicht nur durchgelesen.
    Das Buch ist für viele wahrscheinlich zu schwierig zu lesen, weil es extrem viel Verbindungen, Verknüpfungen und Vorwissen benötigt. Das Buch von Oren Klaff hat extrem viel wertvolle Informationen, die aber im Buch verstreut sind und eine literarische Schnitzeljagd verlangen. Und wer das rockt, wird viele coole Aha-Momente erfahren.
  • Luca Dellanna
    5.0 out of 5 stars Useful
    Reviewed in Italy on July 22, 2023
    The author is a bit too full of himself but does deliver a lot of useful advice, especially on how to structure a pitch. I took some great notes.
  • luisitovik
    5.0 out of 5 stars A neuroscience perspective to improve pitching
    Reviewed in Spain on June 13, 2020
    Really useful a fresh point of view on how to improve pitch opportunities, also interesting for profesional firms
  • Ivan David
    5.0 out of 5 stars Espectacular
    Reviewed in Mexico on February 21, 2018
    La cantidad de conocimiento avanzado que reunió Oren para crear este libro y que tú puedas cerrar tus tratos es BESTIAL, tienes que leerlo SÍ O SÍ si quieres alcanzar tu máximo potencial independientemente de lo que te dediques.
  • Cliente Amazon
    5.0 out of 5 stars Awesome
    Reviewed in Brazil on May 2, 2017
    awesome! It's not a sales book. It's a guide on how to influence people and how to be good at social interactions

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