American Association of Cost Engineers, Oak Ridge Tennessee Using Rhetoric to Make a Business Case Tony Lester Director, Business Development

Rhetoric has a bad name … the undue use of exaggeration or display; bombast.the undue use of exaggeration or display; bombast. the art or science of all specialized literary uses of language in prose or verse, including the figures of speech.the art or science of all specialized literary uses of language in prose or verse, including the figures of speech. the study of the effective use of language.the study of the effective use of language. the art of prose in general as opposed to verse.the art of prose in general as opposed to verse. the ability to use language effectively.the ability to use language effectively. the art of making persuasive speeches; oratory.the art of making persuasive speeches; oratory. (in classical oratory) the art of influencing the thought and conduct of an audience.(in classical oratory) the art of influencing the thought and conduct of an audience. but it is part of all we do Source: Dictionary.com

Tony’s definition of rhetoric The art and science of making an argument. An (at least somewhat) intentional attempt to influence an audience, using words, images, and actions. Related to the larger social process of group dynamics. Rhetoric is never a substitute for substance, but it is often the most powerful factor when we decide what to do.

Why rhetoric is important Ideas do not exist in a vacuumIdeas do not exist in a vacuum Ideas may be born within a brain, but they are enacted socially, in a groupIdeas may be born within a brain, but they are enacted socially, in a group Bad ideas (theirs) winBad ideas (theirs) win Good ideas (mine) failGood ideas (mine) fail Leaders abuse their powerLeaders abuse their power Consensus is difficult to achieve, but not much will get done unless we agree.Consensus is difficult to achieve, but not much will get done unless we agree. Rhetoric is essential to success

How can I do better? Intellectual Emotional Social Logic & Reasoning Rectitude & Social Status Inspiration & Fears FACTORSAPPEALS

All elements of your argument must be constructed for a specific Group Individuals Situation Constructing an argument Emotional – Inspiration and fears Social – Rectitude and social statue Intellectual – Logic and reasoning

My great idea – New toaster wi. auto-toast feature GroupIndividualSituation Emotional Fears burnt toast John hates toast The old one is on its last legs Social Likes eating toast together John is embarrassed New, larger kitchen Intellectual Don’t know how to use auto-toast feature Sarah is a techno weenie Auto-toast was just introduced

Sequencing the argument Matters of decision – key reason(s) why you should want thisMatters of decision – key reason(s) why you should want this Matters of judgment – there could be debate, but this way is bestMatters of judgment – there could be debate, but this way is best Matters of fact – here is what can be said with absolute certainty about my wayMatters of fact – here is what can be said with absolute certainty about my way The form of the argument, within each element, is ALWAYS: Benefit/Feature/Evidence

Workin’ for the toaster DecisionDecision –Toaster will enhance our “together toast time” –Will look great in the new kitchen JudgmentJudgment –Training will mitigate lack of operational knowledge –New toaster technology should reduce burnt toast embarrassment FactFact –Toasters wi. auto-toast feature are between $25 - $45

Expressing the argument WordsWords ImagesImages ActionsActions

Messaging Picture us, gathered around the new toaster, eating perfect toast together in our new kitchenPicture us, gathered around the new toaster, eating perfect toast together in our new kitchen No one will be left out, because the recently-introduced toaster models will do bagelsNo one will be left out, because the recently-introduced toaster models will do bagels Our own Sarah has volunteered to provide training and supportOur own Sarah has volunteered to provide training and support Toaster is within our discretionary budgetToaster is within our discretionary budget We will miss our old toaster, but not the burnt toast (which, during it’s last days, were a frequent occurrence)We will miss our old toaster, but not the burnt toast (which, during it’s last days, were a frequent occurrence)

Discussion/Questions