1. Chapter Seven Quotes

2. “You have seen how much depends on the audience
“You have seen how much depends on the audience. The persuader must recognize what they believe, sympathize with their feelings, and fit in with their expectations—characteristics of logos, pathos, and ethos.”
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3. “When you seem to share your audience’s values, they believe you will apply them to whatever choice you help them make.”
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4. “…practical wisdom comes in
“…practical wisdom comes in. The audience should consider you a sensible person, as well as sufficiently knowledgeable to deal with the problem at hand.” Also known as…phronesis (from Aristotle).
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5. “Practical wisdom does not entail looking up decisions in books, or sticking to universal truths. It’s an instinct for making the right decision on every occasion. // That’s practical wisdom: flexibly wise leadership. All great heroes have it.”
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6. Show leadership… “To get an audience to trust your experience—
Show off your experience
Bend the rules
Seem to take the middle course
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7. Show leadership… “Every proposal should have three parts— Payoffs
Do-ability
Superiority”
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8. “Describe the benefits of your choice; make it seem easy to do; and show how it beats the other options. You might even keep your audience in suspense, not telling them your choice until you have dealt with the alternatives. Rhetoric is most effective when it leads an audience to make up their own minds.”
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