THE TOOLKIT
The Argument
The Argument is a communication tool that helps organize your business argument in a clear, concise, compelling manner. This framework can be used to organize your business case, advocate your point of view, outline a white paper, answer an essay question, or deliver a pitch. The Argument is made up of four elements:
- Headline: The position statement that clearly and concisely states your position and/or what you are advocating (e.g., proposal, course of action, answer to a question, etc.). Advocate for something you are trying to achieve as opposed to avoiding something you are against. Your audience should be able to clearly understand what you are proposing in no more than one sentence.
- Directory: Your business case or the reasons why you are proposing what you are proposing. You want to outline your case sharing the advantages or benefits to the business. People can lose their persuasiveness and hence their audience when discussing the features or details of their proposal before offering the value it provides. Here are the Top 10 Business Cases you can make when building your argument.
- Support: The data that backs up and supports your benefits or advantages. It is important to use facts, statistics, analysis, studies, examples, references, etc.
Objectives
Being persuasive and creating compelling business arguments are essential skills in business. The Argument accomplishes the following objectives:
- Succinctly and concisely advocate your position.
- Organizes your business case in clear, compelling manner.
- Adjust arguments based on various types of audiences.
- Support arguments with concrete fact, data, and information.
Directions
The following is a simple four step process for filling out the The Argument form. Fill out the form in the following order:
- Write out your Headline (e.g., stating your position, making a suggestion, answering a direct question, etc.) in the top box.
- Decide how you are going to organize your Directory and write it out your case the horizontal boxes on the next level. You can use the Top 10 Business Arguments as a guide to developing your business case.
- Finally, write out your Support in the last level of boxes under the appropriate Directory item. Share just enough detail and information to convince people but not “sell” them.
- Create Transition statements that help your listeners move from one point to the next. These should be short phrases that connect your two points. You can also use questions to elicit input and create interaction and engagement.
Instructions
When you are ready to speak, follow The Argument in this order:
- State your Headline (Position Statement).
- State each of your Directory (Business Case) points from left to right.
- Restate your first Directory item and discuss the Support associated with it.
- Share your Transition that connects the first Directory item to your second.
- Restate your second Directory item and discuss the Support associated with it.
- Share your Transition that connects the second Directory item to your third.
- Restate your third Directory item and discuss the Support associated with it.
- Conclude by repeating the Headline and Directory, offering next steps, and/or asking for questions.
Downloadable Tool
(The Argument)
Downloadable Tool
(The Argument w/ Introduction)
Sometimes our message is better understand with an introduction. This three-step technique is an effective introduction method:
- Situation: Share a brief understanding of the current state of affair. This should be common knowledge and not introduce new information.
- Complication: State the recent change, adversity, or challenge being faced which is usually the reason why you are proposing what you’re proposing.
- Implication: As a result of the complication, share how you propose addressing it. This can be in the form of a statement or question.