No-Sell Sales Pitch Tools
IN THIS SESSION
Why We’re Focusing on FROTO
Step two in this Boot Camp is the FROTO.
At Pitch Camp, all of our tools work together to give you clarity, confidence, and control:
VPP – the visceral pain point only you are solving
FROTO – the transformation only you are promising
Clarity Brief – how you crystallise your thinking
Outcomes Pyramid – how you structure and deliver the pitch
You’ve already worked on your VPP. If you haven’t done that module yet, pause here, go back to the VPP session, and complete it first. Your FROTO will be much stronger once you’re clear on the pain they’re living with.
What Is a FROTO?
FROTO is short for From → To.
It’s your promise of transformation in a single, simple move:
From the current, uncomfortable reality
To a new, better way of operating
This isn’t just any transformation. It’s the transformation only you are in a position to offer.
With the VPP, you named the pain only you’re solving.
With the FROTO, you define the future only you’re promising.
Start With the Pain (From)
Begin on the FROM side:
What pain are they living with right now?
What have they normalised that’s actually costing them sleep, energy, or trust?
What outdated way of thinking or operating is keeping them stuck?
This is where your VPP lives.
The FROTO simply makes that pain explicit in the “from” column.
Then Define the Transformation (To)
Now move to the TO side:
Where are you taking them so that pain becomes a distant memory?
What will be different in their world if this lands?
What problem will you have solved — in a way only you can?
You’re moving them:
from an outdated status quo
to a new, more effective reality
A good FROTO is short, memorable, and easy to repeat to others.
Make It Easy to Advocate
Most decisions aren’t made by one person in isolation.
Your audience will often need to advocate for your idea with other stakeholders after you’ve left the room. A tight FROTO gives them language they can carry forward.
Think in terms of:
“We’re going from X to Y.”
If they can say it in a sentence, you’ve done your job.
Examples of FROTOs
To make your FROTO stick, it can help to use contrast or alliteration, for example:
From abstract to accessible
From transaction to transformation
From mercenary to missionary
You can deepen each side with a short descriptor:
From abstract — misunderstood and avoided
To accessible — welcomed and appreciated
From mercenary — self-interested selling
To missionary — problem-solving and aligned
These small descriptors show you understand both the problem and the aspiration.
Missionary vs Mercenary Pitching
When you’re crafting your FROTO, anchor it in what you want for your audience, not what you want from them.
From them might be: more sales, hitting your KPIs, looking good internally.
For them is: less complexity, more clarity, reduced risk, better performance, less friction.
The first is mercenary pitching.
The second is missionary pitching — and that’s the stance we’re training here.
If you want more on that distinction, you can explore the Missionary Pitching module in the Boot Camp. For now, keep your FROTO firmly grounded in what you want for them.
How to Build Your FROTO
Using your Card Against Humidity™ and VPP:
Write the FROM
What problem or pain have you already named in your VPP?
Capture it in a short phrase in the FROM column.
Write the TO
How far can you reasonably take them from that pain?
What’s the new state you’re promising?
Generate Multiple Options
Do several FROTOs based on the same Card Against Humidity™.
Play with language, contrast, and specificity.
Choose the One
Pick the single FROTO you’d love people to leave the meeting repeating to others.
The one that best captures the promise at the heart of your pitch.
Your Homework
Spend time getting your FROTOs right:
Start at the VPP — the pain they’re currently in
Push the TO as far as you can while staying honest and achievable
Write at least four FROTO options
Then choose your overarching FROTO — the one that feels like the true promise of your pitch
Your job:
Solve a problem only you’ve seen.
Promise a transformation only you’ve articulated.
We’ll use this FROTO in the work that follows.
See you in the next session.