Long before I had even $1 million to buy and sell deals with, before I hired cognitive scientists and neuroscientists to show me the foundations of human attention, and before I had $400M of deals under me, I was flying blind in the world of deal making.
I consulted every resource I could think of to find better ways to pitch a deal.

After closing $400M in business, and doing 10,000 hours of research, we learned one thing:

At that crucial moment, when it's most important to be convincing, 9 times out of 10 times we are not. Our most important messages have a surprisingly low chance of getting through.


I’m not embarrassed to say I read the books of sales trainer Tom Hopkins. I read The Craft of Argument by Joseph Williams and Multimind by Robert Ornstein. I met with famed financier Ivan Boesky – he was considered a master pitchman. But no real method was revealed by these meetings. I even got a gig as an analyst for a well known billionaire. That just set me back.

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