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The 30-second test

They’ve rehearsed this moment for months. The pitch is tight. Every word chosen. Outfit planned. Backdrop designed.

 

They walk down the corridor and onto the Shark Tank stage, standing in front of investors who are collectively worth billions.

The moment before the pitch.

The entrepreneur takes a breath and prepares to start.

 

And then the camera guy appears.

“Hold still for 30 seconds.”

He needs that slow pan shot for the episode’s opening.

 

The crew sets the shot. The lights shift. And there’s that strange pre-performance quiet where nothing is happening and everything is about to.

 

So the entrepreneur stands there in silence, suddenly aware of their hands, their breath, their feet- all of it.

 

Kevin O’Leary doesn’t use those 30 seconds to be polite. He watches what the entrepreneur does with the quiet.

 

Kevin says by the time the camera finishes its pan, he already knows who will be successful- and who won’t.

 

Then without missing a beat, he adds: I’m right- every single time.

 

Most people think the message begins when they start talking.

But the room starts reading you before you even open your mouth.

 

How you’re dressed.

How you stand.

How you move through the doorway.

Whether you look like you belong- or like you’re trying to.

Most people prepare what they’re going to say.
Few prepare how they’re going to arrive.

Malka Frankel

CEO, Better Co. Marketing

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