Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Klaff Oren

Author:Klaff, Oren [Klaff, Oren]
Language: eng
Format: mobi, epub, pdf
Publisher: McGraw-Hill
Published: 2011-01-24T00:00:00+00:00

To control attention, I have always felt that it’s important to know what it’s made of. Attention is a sort of vague, all-encompassing term that seems to just define itself. But who would ever try to make a martini without knowing what’s in it first? I phrase the question this way because you’ll see in a moment that attention is just that—a cocktail of chemicals served up to the brain as a lubricant for social interaction. You need to know how to blend this perfect cocktail and when to serve it.

How did I find what the ingredients are? I didn’t have to. Researchers with brain scanners and hardcore neuroscience chops did the work. What they’ve worked out is that when a person is feeling both desire and tension, that person is paying serious attention to what’s in front of him or her.

The critical lesson of brain scans is that attention is always a delicate and unstable balancing act between desire and tension. It comes down to the presence of two neurotransmitters: dopamine and norepinephrine.

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