Strategy. Innovation. Brand.
Physics Versus Rhetoric
Persuasion is more important than physics.
Most social sciences have a bad case of physics envy. They covet physics’ certainty, precision, and predictability. That’s certainly the case with rhetoric, the discipline that deals with the art and science of persuasion.
Physics allows us to make precise this-then-that statements. If we do this, then that is certain to happen. Those of us who teach rhetoric would love to have the same certainty. We would love to say, “If we arrange our argument like this, then the audience will certainly agree with us”.
But rhetoric deals with human beings whose behavior is anything but certain. Rhetoric teaches us to argue without anger so that we may find the best choice among multiple options. If we allow the rhetorical process to work, we can often find the best alternative. But we can never guarantee it. Rhetoric reigns in any human endeavor where uncertainty is certain.
So let’s compare physics and rhetoric. What are they good for and how do they complement each other? Further, let’s ask a simple question: which discipline is best for the planet? I’ll focus on deliberative rhetoric, which asks us to make choices about the future. (Two other major forms are demonstrative and forensic rhetoric).
Physics starts from what is true. Rhetoric starts from what we agree to.
Both physics and rhetoric use arguments in which propositions lead to a conclusion. We typically call these syllogisms, with major premises and minor premises. In physics, the major premise is always verifiably true. Here’s an example of a syllogism in physics:
Major premise: Nothing can travel faster than the speed of light
Minor premise: We are travelling in a nuclear-powered space ship.
Conclusion: We are travelling slower than the speed of light.
The point of this somewhat simplistic syllogism is that the major premise is verifiably true. We start from the truth.
Now let’s look at a rhetorical syllogism, which is often referred to as an enthymeme (though the technical definition of an enthymeme is slightly different).
Major premise: Lower taxes are better for our society.
Minor premise: My party will lower taxes (more than the other party)
Conclusion: You should vote for my party.
Note that the major premise (also known as a commonplace) is debatable. But, if your audience agrees with the commonplace, you can proceed step by step to a conclusion that they will also agree with. It’s important to know what the audience believes. Rhetoric start where the audience is, not where the truth is …. or where we are.
Physics seeks the truth. Rhetoric seeks the best choice.
Physics makes predictions and tests them to determine if they’re true. Typically, a prediction is either true or not.
Rhetoric, on the other hand, deals with choices. To discover the best choice, we first have to identify all possible choices. We then present evidence (which may or may not be verifiably true) to identify the best choice.
Physics is based on facts. Rhetoric is based on benefits.
Physics has a well-defined set of verifiable facts. Rhetoric, by contrast, depends on benefits, which may or may not accrue to a given set of people.
We state the benefits (often known as the Advantageous) to persuade people to agree with us. We might say, for instance that lower taxes will benefit the middle class. This may well be true but, again, there is no certainty.
Physics cannot live without facts. Rhetoric cannot live solely with facts. We must be able to state benefits and advantages to persuade people to agree with a given proposition.
Physics follows rules of logic. Rhetoric follows rules of agreement.
The rules of logic are formal and specific. It’s easy to tell if we have violated logic. Even a computer can do it.
The rules of agreement are much more open-ended. Credibility is important. Arguments may be emotional and may include enticing benefits and emoluments. Arguments do not have to be strictly logical. We may use various psychological and sociological tools of influence, including consistency or social proof or scarcity. We may do favors for you and influence you to like us. The goal is to gain agreement.
Physics is more like chess. Rhetoric is more like poker.
In chess, we first need to know the rules and the pieces. After that, logic takes over and guides our efforts.
In poker, we need to know the rules and the cards and the people. Thinking logically is important. But reading people is probably more important.
Physics is about the past. Rhetoric is about the future.
Physics explains what happened. Rhetoric probes what will happen. If we can argue without anger, we can consider and evaluate all possible options. We can evaluate benefits and possibilities. We can decide what’s fair and what’s not fair. We can agree on the best possible course of action.
Of course, we can’t prove that we’ve made the best choice. But the process of considering, evaluating, arguing, and influencing, gives us a better chance of success than any other alternative.
The act of reaching an agreement also improves our chances of future success. As Lincoln noted, a house divided against itself cannot stand. The opposite is not necessarily true. A house united in agreement may not stand … but it has a much better chance than a house divided.
So, which discipline is more important to our future: physics or rhetoric? Physics has brought us awe-inspiring insights into the world around us. It has also given us the knowledge to destroy the world. Rhetoric, on the other hand, has taught us to argue without anger, gain agreement, and move people to action. Physics is about knowledge. Rhetoric is about wisdom. Physics could destroy the world. Rhetoric could possibly – just possibly – save it.
Preparing Persuasive Presentations
Canons to the left of me. Canons to the right of me.
My clients often ask me what they should think about when they think about preparing a persuasive presentation. Should they write the script first? Create the images? Write an outline? Select a few key phrases and figures of speech? All of these are important elements of a persuasive presentation. But I usually tell them to think back 2,000 years to a Roman orator named Cicero.
Cicero was the best orator in the Roman forum. He could move audiences to tears or — more importantly — to action. He wrote down five rules for creating persuasive presentations in the first century BCE. Over time, these have become known as the five canons of rhetoric. They’re as relevant today as they were in ancient Rome.
For Cicero, the five canons are: 1) Invention; 2) Arrangement; 3) Style; 4) Memory; 5) Delivery. Let’s look briefly at each one.
Invention — Aristotle said that rhetoric is the ability to “see the available means of persuasion” in a given situation. Invention is about seeing all the ways you might persuade an audience and picking the best ones. First, you need to decide what you want the audience to do. You may simply want them to agree with you. Or take some specified action. Or buy your product. If your audience largely agrees with your message, you may select certain persuasive tactics. If your audience is largely hostile to your message, you’ll probably need other tactics. In today’s world, this is often known as creating the message strategy.
Arrangement — You’ve created your strategy, now you need to identify the elements of your argument and arrange them, in the best possible order. Let’s say you have three key points to make: A, B, and C. Your recognize that A is your strongest point, B is the second strongest, and C is the weakest. Knowing what you know about audiences, which order would you put them in? People often put them in descending order. But you’re typically better off putting them in A –> C –> B order. Why? Because audiences remember the beginning and end of your speech (primacy and latency) and forget the middle. You might as well put you weakest point in the middle — they’re going to forget it anyway. You also need to consider ethos, logos, and pathos. How you use these and when you use them depends on what you’re trying to achieve. You can learn more here.
Style — you’ve outlined your thoughts, now how do you want to sound? Do you want to sound like a college professor? A preacher? A business leader? A rabble-rousing politician? What does the audience expect? Which persona will be the most persuasive? This is about positioning yourself — the audience will ask, who is this person and why should I trust her? Once you decide the persona, you need to select the vocabulary. As you know, college professors use different words than rabble-rousing politicians. What words best fit your message strategy?
Memory — you probably have a big storehouse of knowledge. How easily can you access it? In my prepared remarks, I usually memorize certain keywords that trigger a chain of thoughts. Once I’m on the chain, it’s easy to follow. I appear to be in command of my material, which enhances my credibility. Memory is also important in the Q & A session. If you can answer questions easily, fluidly, and clearly, your credibility will soar. The trick is to know your way around the storehouse. The Greeks invented the memory palace to help orators remember and retrieve relevant information.
Delivery — You’ve now got it all organized. Can you deliver the goods when the time comes? Where style focuses mainly on what is said, delivery focuses more on how you say it. Do you want to speak quickly or slowly? Do you want to stand or sit? Podium or not? How will you dress? How do you want your voice to sound? How will you modulate your voice — or your body language — to emphasize key points? The goal is twofold: 1) to fit in with your audience (good decorum); 2) to appear comfortable and confident as you speak.
Using the five canons is like using a checklist. If you can fulfill each canon, you’re likely to have a very persuasive presentation indeed.
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