Figures of Speech
Antimetabole

Reverse the order of repeated words in successive clauses.

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What it is

A rhetorical device that repeats words or phrases in successive clauses, but in reverse order (A-B, B-A pattern). This creates memorable, balanced statements that highlight contrasts or relationships between concepts, often used to make profound or memorable points.

Before & after

Before

“We should work to live instead of living to work.”

After

“Ask not what your company can do for you, ask what you can do for your company.”

When you’ll use it

Motivational closing statements: 'We don't plan to fail, we fail to plan' or 'Success breeds confidence, confidence breeds success'

Corporate values articulation: 'We hire for culture fit and train for skill, not hire for skill and hope for culture fit'

Strategic positioning statements: 'Customers don't buy products, they buy solutions; we don't sell products, we solve problems'

Pro tip

Create perfect symmetry: A-B becomes B-A.

Questions & answers

3 questions

What is antimetabole in rhetoric?

Antimetabole repeats words or phrases in reverse order to create emphasis and memorable contrasts...

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How can I use antimetabole in business presentations?

Use antimetabole to highlight important contrasts, create memorable closing statements, or emphas...

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What makes antimetabole more effective than simple repetition?

The reversal creates balance and forces audiences to consider both perspectives or states. This s...

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Learn more

Wikipedia - Antimetabole
We Write Speeches - Antimetabole

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