I explore this question in my short, mostly visual emails, crafted through my lens as a B2B communication consultant. Join me for insights on effective communication, marketing, psychology, and the philosophy of value.
Do they understand you?
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A common issue in B2B communication is the obsession with UNDERSTANDING. Most of the effort in editing a pitch seems to be aimed at making sure that the other side UNDERSTANDS. But understanding isn’t the real objective. The goal is to influence behavior. Neurologically speaking that path from external stimuli to behavior DOES NOT require the higher-order brain activity we call understanding. It’s true on a micro level - You don’t need to understand that a pot is hot to pull your hand away. On a macro level, we all go through life without fully understanding the end goal. Take animals, for example. Where does understanding fit into their communication? It might seem like an unfair comparison to a technological pitch, but it’s relevant. In the sense that communication is primarily a means to an end. That’s not to say that understanding is irrelevant. A lack of understanding can generate a negative effect in your prospect’s psyche. But the opposite is also true—a certain amount of ‘not understanding’ is NECCESARY to compel the audience. (Think of your romantic partner and the initial sense of mystery.) Here’s the thing Understanding is just one tool at your disposal. It’s an effect you can create in your audience’s mind to serve your purposes and discard when it doesn’t. It is not your end goal. Sagi |
What makes people value one thing over another?
I explore this question in my short, mostly visual emails, crafted through my lens as a B2B communication consultant. Join me for insights on effective communication, marketing, psychology, and the philosophy of value.
Whether it's an investor pitch or a software product, narrative transforms randomness into harmony. It’s the difference between random facts and a clear, engaging experience. So, how do you develop a sense of narrative? Start by understanding what happens when something grabs your attention: Multiple brain regions are activated, simulating actions and emotions. Dopamine is released, driving engagement and focus. Mirror neurons fire, making us "experience" the story. The amygdala and...
When pitching to investors, spend as little time as possible talking about your solution. Sounds counterintuitive? Imagine this: A mom from your daughter’s 7th-grade class mentions something she bought that drastically reduced her daughter’s social media usage — down to almost zero! Now, when her daughter comes home from school, she puts her phone aside, preferring to spend time interacting directly with friends and siblings. She's visibly happier, and her teacher even says she’s more engaged...
I'm allergic to any formulaic approaches to pitching, like the common 'problem-solution-traction-team' template. Not because it's uncreative, but because it's UNSCIENTIFIC. These top-down frameworks are too simplistic and lack the rigor tech professionals typically display in other parts of their work. What's top down vs bottom up thinking? Imagine you get up at night to get a sip of cold water. You have a sufficient mental map of your apartment so you don't even turn on the lights - that's...