American Association American Association of Cost Engineers, of Cost Engineers,

Oak Ridge TennesseeOak Ridge Tennessee

Using Rhetoric to Make a Using Rhetoric to Make a Business CaseBusiness Case

Tony LesterDirector, Business Development

Rhetoric has a bad name 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 the art or science of all specialized literary uses of

language in prose or verse, including the figures of language in prose or verse, including the figures of speech. 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 (in classical oratory) the art of influencing the

thought and conduct of an audience.thought and conduct of an audience.

but it is part of all we dobut it is part of all we doSource:

Dictionary.com

Tony’s definition of Tony’s definition of rhetoricrhetoric

The art and science of making an The art and science of making an argument.argument.

An (at least somewhat) intentional attempt An (at least somewhat) intentional attempt to influence an audience, using words, to influence an audience, using words, images, and actions.images, and actions.

Related to the larger social process of group Related to the larger social process of group dynamics.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 Why rhetoric is importantimportant

• Ideas do not exist in a vacuumIdeas do not exist in a vacuum• Ideas may be born within a brain, Ideas may be born within a brain,

but they are enacted socially, in a but they are enacted socially, in a groupgroup

• 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 Consensus is difficult to achieve, but not

much will get done unless we agree.much will get done unless we agree.

Rhetoric is essential to Rhetoric is essential to successsuccess

How can I do better?How can I do better?

Intellectual

Emotional

Social

Logic & Reasoning

Rectitude & Social Status

Inspiration & Fears

FACTORS

APPEALS

All elements of your argument must be constructed for a specific

•Group

•Individuals

•Situation

Constructing an Constructing an argumentargument

Emotional – Inspiration and fears

Social – Rectitude and social statue

Intellectual – Logic and reasoning

My great idea – New toaster My great idea – New toaster wi. auto-toast featurewi. auto-toast feature

GroupGroup IndividuIndividualal

SituationSituation

EmotionEmotionalal

Fears burnt Fears burnt toasttoast

John hates John hates toasttoast

The old one is The old one is on its last legson its last legs

SocialSocial Likes eating Likes eating toast togethertoast together

John is John is embarrassedembarrassed

New, larger New, larger kitchenkitchen

IntellectIntellectualual

Don’t know Don’t know how to use how to use auto-toast auto-toast featurefeature

Sarah is a Sarah is a techno weenietechno weenie

Auto-toast Auto-toast was just was just introducedintroduced

Sequencing the Sequencing the argumentargument

• Matters of decisionMatters of decision – key reason(s) – key reason(s) why you should want this why you should want this

• Matters of judgmentMatters of judgment – there could be – there could be debate, but this way is bestdebate, but this way is best

• Matters of factMatters of fact – here is what can be – here is what can be said with absolute certainty about my said with absolute certainty about my wayway

The form of the argument, within each element, is ALWAYS: Benefit/Feature/Evidence

Workin’ for the toasterWorkin’ for the toaster

• DecisionDecision– Toaster will enhance our “together toast time”Toaster will enhance our “together toast time”– Will look great in the new kitchenWill look great in the new kitchen

• JudgmentJudgment– Training will mitigate lack of operational Training will mitigate lack of operational

knowledgeknowledge– New toaster technology should reduce burnt New toaster technology should reduce burnt

toast embarrassmenttoast embarrassment• FactFact

– Toasters wi. auto-toast feature are between Toasters wi. auto-toast feature are between $25 - $45$25 - $45

Expressing the argumentExpressing the argument

• WordsWords• ImagesImages• ActionsActions

MessagingMessaging

• Picture us, gathered around the new Picture us, gathered around the new toaster, eating perfect toast together in our toaster, eating perfect toast together in our new kitchennew kitchen

• No one will be left out, because the recently-No one will be left out, because the recently-introduced toaster models will do bagelsintroduced toaster models will do bagels

• Our own Sarah has volunteered to provide Our own Sarah has volunteered to provide training and supporttraining and support

• Toaster is within our discretionary budgetToaster is within our discretionary budget• We will miss our old toaster, but not the We will miss our old toaster, but not the

burnt toast (which, during it’s last days, burnt toast (which, during it’s last days, were a frequent occurrence)were a frequent occurrence)

Discussion/QuestionsDiscussion/Questions