Whenever you present a persuasive argument, it’s generally aimed at a particular group. A common mistake I see when people make such arguments is either assuming that everyone in that group is your enemy or that everyone in that group is your ally.
Every group will contain a mix of both. Your goal in any persuasive argument is to turn your enemies into your allies without turning your allies into your enemies.
Let’s say Sam is trying to get the employees of a particular company to unionize. Sam addresses the whole of the worker population, so that’s the group he wants to persuade. It’s an easy mistake to assume that every worker wants to unionize and only needs a coordinator; if Sam makes that mistake, Sam fails to address the enemies in the group. As a result, the group doesn’t get persuaded.
Meanwhile, Sam is giving speeches to management in that same company trying to bully them into accepting a union. Sam addresses that group as if they’re all enemies, and alienates the potential allies in the group as a result. There may have been managers that were sympathetic or even supportive of a unionization cause, but when they’re treated as adversaries and insulted right from the start, you push them further away.
When you address a group that you’re hoping is allied to your cause and you want to spur them to action, you have to acknowledge the people in that group that aren’t allied to your cause at all. And you have to do so kindly, without bullying – or you’ll never incite the entire group to move the way you want them to.
When you address a group that you’re assuming is opposed to you, you have to seek the allies within that group first. That will show the others that you aren’t an enemy – that you want to reach common ground, which is far more likely to entice others to move in your direction.
Every group is mixed. Be aware, and don’t waste your efforts!
The Opportunity Machine 