THE ART OF

PERSUASION

Curt Stedron

DAIS Consulting

HOUSE HUNTERS

THE CRITERIA

“Man is unique in that he has plans, purpose, and goals which require the need for a CRITERIA of choice.”

George Bernard Shaw

Playwright

University of Brussels

“No piece of knowledge

can ever optimally fulfill

ALL criteria.”

BUT WHY DO WE PICK THE CRITERIA WE “USE TO CHOOSE?”

A POP QUIZ

LOGIC

THE PRISONER’S DILEMMA

TALK / SILENT

FREE / 10 years

TALK / TALK

5 years / 5 years

SILENT / SILENT

3 years / 3 years

KENNETH DODGE, Duke

Professor

“All information processing is

emotional, in that emotion is

the energy that drives,

organizes, amplifies, and

attenuates cognitive activity.”

JOSEPH LEDOUX, researcher

“Brain states are the fundamental result of an EMOTION, and our conscious, rational thoughts are merely the added icing to the emotional cake.”

DAVID HUME, philosopher

“Reason is the slave of the

passions, and can never

pretend to any other office

than to serve and obey them.”

FRANK BURGESS, poet

“Emotion is the

mother of reason.”

The Trolley Car Scenario

Would you push this button?

Nationalist PRIDE

The PEPSI Paradox

Aren’t they just soooo cute!!

ROGER EBERT, film critic

“Your intellect may be

confused, but your

emotions will never lie to

you.”

GOOD SUSAN

Twice this semester Susan has been removed from her home due to significant physical abuse. She was hospitalized both times, once for defending her younger sister.

In class, Susan is always cheerful, never misbehaves, and tries hard despite her performance. She is quick to participate and always tries to help her classmates.

BAD BILLY

Twice this semester Billy has called another student a

vulgar racial slur—both times you reprimanded him.

The second time, he called you an offensive expletive.

Calls home were unreturned.

He has started several fights in class, including an

incident where he slapped a girl for not letting him

cheat off her during a test. School and law

enforcement officials were called in.

Review

Our primary CRITERIA makes

our decisions

Our EMOTION sets our

primary Criteria

LANGUAGE

Kuuk Thaayorre Tribe

Masculine or Feminine?

MR. BURNS, nuclear power plant owner

“Oh MELTDOWN. It’s one of those

annoying buzzwords. We prefer to call it

an unrequested fission surplus.”

Frank Luntz, political consultant

“I don’t care what you

think– I only care what

you FEEL.”

SIGMUND FREUD, psychologist

“Analogies are convincing because they make one FEEL more at home.”

“Writing about music is like

dancing about architecture.”

“A lie gets halfway around

the world before the truth

has a chance to get its pants

on.”

“Having a no smoking zone

in a restaurant is like having a

no peeing zone in a pool.”

SOCRATES, philosopher

“The argument made by a man’s LIFE is of far more weight than an argument made by a man’s words.”

PAT SPEIGHT, author

“A story is the shortest

distance between two

people.”

LEN BIAS, top pick, 1986 NBA draft

GROSS!

EMPATHY

“The ability to understand

AND SHARE the FEELINGS

of others.”

To SUE or not to SUE?

TRUST OR NOT?

WALTER ISAACSON, from the

Steve Jobs biography

“Instead of relying on market

research, Jobs honed his own

version of EMPATHY– an

intimate intuition about the

desires of his customers.”

CARL ROGERS, psychologist

“The research evidence keeps piling up, and it points strongly to the conclusion that a high degree of EMPATHY is possibly THE MOST POTENT FACTOR in bringing about learning and change.”

The GOLDEN ARGUMENT

THE ART OF

PERSUASION

Curt Stedron

DAIS Consulting