Principle V: Persuasive rhetoric passes the test of four critical questions: Is it articulate? Is there a real alternative? Is the idea consequential? Do the words shock but not surprise?
Is it articulate? When you’re on the receiving end of rhetoric, listen closely for clarity. Articulateness is not only a virtue; it is also usually a sign of clarity of thought. The reverse is also true: if the communication isn’t clear to you, it probably isn’t clear to the sender. That’s the time to demand rephrasing or to work with the communicator to figure out what’s really being said.
Is there a real alternative? It’s always useful to ask yourself, when someone is putting forth an idea, whether there’s an alternative. If a politician says, for example, that he supports our troops, ask yourself, What’s the alternative? Could a politician say, “I don’t support the troops”? Obviously not. If that’s the case, then there is no real idea behind the rhetoric. It’s only grandstanding. This is a good test to apply to your own communications as well.
Is the idea consequential? Check the consequentiality of the idea. Does it amount to anything, or is it a tiny idea? Your time is valuable; don’t waste it rearranging the deck chairs on the Titanic.
Does the idea shock but not surprise? A persuasive communication may shock us, but it shouldn’t surprise us. Indeed, good communication does need to shock, because otherwise it won’t get any attention in this information-saturated era. Beyond that, we should be able to recognize the fundamental truth of it. Things that are both shocking and surprising are truly rare. When Luke learns that Darth Vader is his father, the audience is shocked but not surprised. Some part of us recognizes that it’s in some sense inevitable and logical. Of course Darth Vader is Luke’s father. That’s why the Force is so strong within him. In your own communications, feel free to shock people, but try not to surprise them in this sense of the word.
Apply these four questions to any communication and you will quickly learn how significant it is, and how authentic.
Yes yes yes and Amen! :)
I particularly like the point about not surprising – I often encourage my clients to deliver presenations to which the response is “oh yes, of *course*!!”. If it feels like a revelation of something they almost knew for themselves it’s more likely that they’ll believe it *and* remember it.
S