American Association of Cost Engineers, Oak Ridge Tennessee

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

2. Rhetoric has a bad name … • 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 study of the effective use of language. • the art of prose in general as opposed to verse. • the ability to use language effectively. • the art of making persuasive speeches; oratory. • (in classical oratory) the art of influencing the thought and conduct of an audience. Source: Dictionary.com but it is part of all we do

3. 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.

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

5. How can I do better? FACTORS APPEALS Emotional Inspiration & Fears Social Rectitude & Social Status Intellectual Logic & Reasoning

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

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

8. Sequencing the argument • Matters of decision – key reason(s) why you should want this • Matters 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 way The form of the argument, within each element, is ALWAYS: Benefit/Feature/Evidence

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

10. Expressing the argument • Words • Images • Actions

11. Messaging • Picture 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 bagels • Our own Sarah has volunteered to provide training and support • Toaster 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)

12. Discussion/Questions