Verdict: A practical, brain-based counterpunch to boring, data-heavy PowerPoint presentations. Essential reading for entrepreneurs, sales professionals, and anyone who needs to win high-stakes deals. What’s the Big Idea? Klaff argues that traditional pitching (status, logic, data, endless slides) fails because it ignores how the human brain actually works. He introduces the STRONG method —a six-step framework designed to appeal to our ancient, crocodile-like “croc brain” (which controls survival, status, and emotion) rather than the rational neocortex.