Argumentation Techniques
Enthymeme
Create powerful implicit arguments by leaving one logical premise unstated.
What it is
Before & after
“All successful companies invest in R&D. We want to be successful. Therefore, we should invest in R&D.”
“All successful companies invest in R&D, so we should too.”
When you’ll use it
Sales presentations: 'This solution saves time, so it will boost productivity' (unstated: time savings always increase productivity)
Strategic arguments: 'Our competitors are expanding globally, so we must act fast' (unstated: we need to keep pace with competition)
Budget justifications: 'Customer satisfaction dropped, so we need better support tools' (unstated: tools improve service quality)
Pro tip
Let your audience complete the logic. They'll be more convinced by conclusions they help create.
Questions & answers
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