1. Building a Case
“(Persuaders) are never self-absorbed. Their gaze is directed outward, not inward. When they meet someone, their first move is to get inside that person’s skin, to see the world through their eyes.”
- Robert Greene
1/16/2019
Phillip G. Clampitt, Ph.D.

2. 1. Defining a “Case”
A structure of proofs selected to substantiate claims on the issues of controversy for the purpose of influencing the beliefs of a particular audience
Structure of Proofs: Valid evidence  Claims  Issues
Audience: Identify beliefs/values
1/16/2019
Phillip G. Clampitt, Ph.D.

3. 2. Assembling the Proofs
Develop a brief (e.g., an inventory of relevant contentions supported by the evidence)
Select the type of case
Series Case
Parallel Case
1/16/2019
Phillip G. Clampitt, Ph.D.

4. 3. Sides of a Case Affirmative Case Negative Case 1/16/2019
Phillip G. Clampitt, Ph.D.

5. 4. Building an Affirmative Case
Fundamental Rule – It must be prima facie
Types of questions
Definition
Fact
Value
Policy (Need, Remedy, Disadvantages)
1/16/2019
Phillip G. Clampitt, Ph.D.

6. 5. Stock Issues (Policy case)
Need – Is there a need for a fundamental change in policy?
Do serious problems actually exist?
Do such problems result in enough harm to require a policy change?
Is the present policy to blame for the alleged problem?
Is any policy, short of the proposal, inherently incapable of mitigating the alleged problems?
1/16/2019
Phillip G. Clampitt, Ph.D.

7. Stock Issues (cont’d)
Remedy: Will the proposal remedy the problem inherent in the present policy?
Can the remedy be put into effect?
Will the remedy create a workable system to replace the allegedly unworkable one?
1/16/2019
Phillip G. Clampitt, Ph.D.

8. Stock Issues (cont’d)
Remedy: Can the remedy be applied without serious disadvantages?
Can the proposal be put into effect without incurring disadvantageous results?
Do these results justify rejection of the proposal?
1/16/2019
Phillip G. Clampitt, Ph.D.

9. 6. Building the Negative Case
Decision Points
What issues should we contest?
What type of strategy should we use?
Defend Status Quo
Modify Status Quo
Develop a counter plan
What proofs should we use?
1/16/2019
Phillip G. Clampitt, Ph.D.

10. 7. Criteria for Selecting Proofs
ROT – Use the most forceful arguments
Dimensions of Proof
Objective (logos)
Subjective (pathos)
Credibility (ethos)
Experience
Authority
Good Will
1/16/2019
Phillip G. Clampitt, Ph.D.