Review of Pitch Anything With Pitch Anything, the author wants to teach the readers frame control which will help to overcome the challenges in life and career. The Problem There is a fundamental disconnect between the way we pitch anything and the way it is received by our audience. Our most important messages have a surprisingly low chance of getting through because our highly evolved neocortex, which is full of details and abstract concepts, tries to persuade the croc brain, which is afraid of almost everything and needs very simple, clear, direct, and non-threatening ideas, to decide in our favour. Thus, the message should not trigger fear alarms. Make sure it gets recognised as something positive, unexpected, and out of the ordinary – a pleasant novelty. Characteristics of Croc Brain The croc brain (the source of your target’s first reaction to your pitch) is 1. Going to ignore you if possible. 2. Only focusing on the big picture and needs high-contrast and well-differentiated options to choose between. 3. Emotional, in the sense that it will respond emotionally to what it sees and hears, but most of the time that emotional response is fear. 4. Focused on the here and now…