Rhetorical Appeals
Ethos: Finding Common Ground

Create connection and trust by identifying shared values and experiences.

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What it is

A rhetorical strategy that builds credibility by identifying and emphasizing shared values, goals, or experiences with the audience, creating connection and trust before introducing potentially challenging or controversial ideas.

Before & after

Before

“No connection: "You need to change your approach immediately" (confrontational)”

After

“Common ground: "We both want this project to succeed, so let's explore how we might adjust our approach to achieve that shared goal"”

When you’ll use it

Change announcements: "We all want this company to succeed" before discussing difficult restructuring decisions

Cross-departmental meetings: Acknowledging shared challenges like budget constraints or tight deadlines before proposing solutions

Client presentations: Identifying mutual business objectives and market pressures before recommending specific strategies

Performance discussions: Recognizing shared commitment to professional growth before addressing areas needing improvement

Pro tip

Start with 'Like you' or 'We all know' to establish shared experience.

Questions & answers

3 questions

What is ethos through finding common ground?

Ethos through common ground builds connection by identifying shared values, experiences, or goals...

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How do I find common ground in diverse business audiences?

Research your audience beforehand, identify shared business challenges, reference mutual goals or...

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When should I establish common ground in my presentation?

Establish common ground early in your presentation, especially in your introduction, when address...

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Learn more

Wikipedia - Common ground (communication technique)
Icebreaker Speech - Connect With the Audience

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