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Digg It - The Art of Persuasion
Man-1: I came here for a good argument!
Man-2: Ah, no you didn't, you came here for an argument!
Man-1: An argument isn't just contradiction.
Man-2: Well, it CAN be!
Man-1: No it can't! An argument is a connected series of statements intended to establish a proposition.
Man-2: No it isn't!
- Monty Python
INTRODUCTION
This is a subject near and dear to my heart. As a gr
Man-2: Ah, no you didn't, you came here for an argument!
Man-1: An argument isn't just contradiction.
Man-2: Well, it CAN be!
Man-1: No it can't! An argument is a connected series of statements intended to establish a proposition.
Man-2: No it isn't!
- Monty Python
INTRODUCTION
This is a subject near and dear to my heart. As a gr
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
aduate of the College of
Communications at Ohio University, I studied interpersonal communications
which I found fascinating and has served me well in my business career. Currently,
I see very little emphasis on sharpening the speaking skills of students. High Schools
typically spend little time in this area, as do the colleges (aside from Communications
schools such as OU's). Consequently, we are develop
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ng a generation of dysfunctional
people in the work place who do not know how to work with other people.
Key to speech is the art of persuasion which is needed in order to lead people, sell ideas or products, conduct negotiations, and to simply argue a point. Instead of calm rhetorical discourse though, I've observed heated arguments in the board room, in the office, and life in general, with personal re
Key to speech is the art of persuasion which is needed in order to lead people, sell ideas or products, conduct negotiations, and to simply argue a point. Instead of calm rhetorical discourse though, I've observed heated arguments in the board room, in the office, and life in general, with personal re
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ationships becoming casualties of such debate. This was
very obvious in the last presidential election, as well as in Congress today.
A substantial part of the problem is that people do not grasp the fundamentals of persuasion. To some it comes easily, to others it is difficult to assimilate. First, we have to understand that formulating a persuasive speech is hard work. For example, Winston Churchill was
A substantial part of the problem is that people do not grasp the fundamentals of persuasion. To some it comes easily, to others it is difficult to assimilate. First, we have to understand that formulating a persuasive speech is hard work. For example, Winston Churchill was
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
well known for his eloquence as a speaker. But few understood the amount
of effort Churchill put into his speeches. He would work late into the
night writing and rewriting his talks. It was common for him to carry slips
of paper in his coat pocket to jot down notes of key phrases he wanted to
use. Further, he would rehearse his speeches time and again until he got
the tone and inflection he thought wo
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ld have the most dramatic effect. To
outsiders, Churchill appeared to be a great extemporaneous speaker with
flippant quotes and catch phrases; In reality, everything was well rehearsed
in advance.
THE THREE CANONS OF SPEECH
Preparations and rehearsals are important, but so is content. To formulate a persuasive speech, the speaker should be cognizant of the three basic modes of speech: Ethos, P
THE THREE CANONS OF SPEECH
Preparations and rehearsals are important, but so is content. To formulate a persuasive speech, the speaker should be cognizant of the three basic modes of speech: Ethos, P
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
thos, and Logos.
ETHOS
Ethos is simply an appeal based on the character of the speaker. An ethos-driven speech relies on the credibility and reputation of the speaker. Basically, an ethos-based speech says, "If you trust me, then you will support my point of view." This is why sponsors are important in persuasion. For example, the reputation of a current or former CEO carries more weight i
ETHOS
Ethos is simply an appeal based on the character of the speaker. An ethos-driven speech relies on the credibility and reputation of the speaker. Basically, an ethos-based speech says, "If you trust me, then you will support my point of view." This is why sponsors are important in persuasion. For example, the reputation of a current or former CEO carries more weight i
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
n a board
room discussion than a clerk's. This is also why we bow to people with
greater experience or have seniority. The only caveat here though, is that
if the speaker's integrity is questioned, so is his argument. Further, do not
become dependent on using ethos-driven arguments, if you are ever proven
wrong, your reputation and credibility will be tarnished.
“A reputation once broken may possibly be
“A reputation once broken may possibly be
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
repaired, but the world will
always keep their eyes on the spot where the crack was.”
- Joseph Hall
LOGOS
Logos is an appeal based on logic or reason. Business proposals and corporate reviews are typically logos-driven, as is an academic thesis. Basically, a logos-based argument exhibits geometric characteristics, such as:
If A = B
And B=C
Then A=C
The danger here is developing a
- Joseph Hall
LOGOS
Logos is an appeal based on logic or reason. Business proposals and corporate reviews are typically logos-driven, as is an academic thesis. Basically, a logos-based argument exhibits geometric characteristics, such as:
If A = B
And B=C
Then A=C
The danger here is developing a
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
eak or convoluted argument which is
perceived as either illogical or is difficult for the audience to grasp. For
example:
Communists are people.
Americans are people.
Therefore, all Americans are Communists.
Logos is vital to the credibility of your argument which should be carefully constructed with basic building blocks of common sense.
Logical discourse is an effective way of communicating you
Communists are people.
Americans are people.
Therefore, all Americans are Communists.
Logos is vital to the credibility of your argument which should be carefully constructed with basic building blocks of common sense.
Logical discourse is an effective way of communicating you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
thoughts,
but it is important to know your audience when presenting such ideas.
"It is dangerous to be right in matters on which the established authorities are wrong."
- Voltaire
PATHOS
Pathos is an appeal based on emotion. Sales and promotional advertising makes active use of emotional appeal by teasing human desires, particularly greed. The intent is to motivate people to take actio
"It is dangerous to be right in matters on which the established authorities are wrong."
- Voltaire
PATHOS
Pathos is an appeal based on emotion. Sales and promotional advertising makes active use of emotional appeal by teasing human desires, particularly greed. The intent is to motivate people to take actio
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
n. As such, a pathos-driven
argument is probably the strongest canon of speech. Even if a logos-based
argument is logically sound, it will fall on deaf ears when compared to an
ethos-based argument. Motivational speeches are typically ethos-based. Coaches,
managers, and political leaders make extensive use of pathos-driven
speeches. As an example, consider Franklin Roosevelt's "fireside chats" which
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
assured the American public during the Great Depression and World War II.
The only problem here is that truth is not a requirement for an ethos-based argument. To illustrate, Adolph Hitler was able to motivate the German people to develop a military state, but his discourse was often laced with lies. Also, advertising often substitutes facade for substance and as such, the public should exercise "caveat emp
The only problem here is that truth is not a requirement for an ethos-based argument. To illustrate, Adolph Hitler was able to motivate the German people to develop a military state, but his discourse was often laced with lies. Also, advertising often substitutes facade for substance and as such, the public should exercise "caveat emp
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
or" (let the buyer beware). Aside from this,
pathos is a great way to get your point across.
"Whenever you find humor, you find pathos close by his side.”
- Edwin P. Whipple
ALL THREE
Rarely will anyone rely on a single canon of speech. Instead, a good argument makes use of all three to get a point across. Churchill, for example, often relied on his reputation as elder statesman to get
"Whenever you find humor, you find pathos close by his side.”
- Edwin P. Whipple
ALL THREE
Rarely will anyone rely on a single canon of speech. Instead, a good argument makes use of all three to get a point across. Churchill, for example, often relied on his reputation as elder statesman to get
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
his point across, as well as presenting
arguments appealing to logic and emotion. A careful blend of the three canons of
speech, spoken at the right time and place can work wonders.
KNOW YOUR AUDIENCE
Critical to all of this is a clear understanding of your audience in terms of their knowledge, intelligence, "hot buttons," moral values, interests, and their place in society. The more you know abou
KNOW YOUR AUDIENCE
Critical to all of this is a clear understanding of your audience in terms of their knowledge, intelligence, "hot buttons," moral values, interests, and their place in society. The more you know abou
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
your intended audience,
the better you can prepare an effective argument. Never forget that you
speak to communicate. As such, you must speak at the level of your
audience, not above or below it. I seriously doubt you will impress a
group of grape pickers using a vernacular picked up at MIT. If you want to
persuade people, choose your words carefully.
"Remember not only to say the right thing in the
"Remember not only to say the right thing in the
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ight place, but far more difficult
still, to leave unsaid the wrong thing at the tempting moment."
- Benjamin Franklin
THE NEED FOR ORGANIZATION
Finally, organize your argument carefully. I am a big believer of the concept of, "Tell your audience what you are going to tell them; Tell them, then; Tell you what you've told them." A speech with no direction goes nowhere fast. This means you s
- Benjamin Franklin
THE NEED FOR ORGANIZATION
Finally, organize your argument carefully. I am a big believer of the concept of, "Tell your audience what you are going to tell them; Tell them, then; Tell you what you've told them." A speech with no direction goes nowhere fast. This means you s
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
hould have an Introduction,
a Body, and a Summary to conclude your argument.
CONCLUSION
Obviously, the above discussion is equally applicable to both the written and spoken word. What is important here is that the more we know about the art of persuasion, the better we can devise suitable oratory or text for expressing our argument. To recap the points expressed herein:
1. Know your audience
2.
CONCLUSION
Obviously, the above discussion is equally applicable to both the written and spoken word. What is important here is that the more we know about the art of persuasion, the better we can devise suitable oratory or text for expressing our argument. To recap the points expressed herein:
1. Know your audience
2.
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
evelop a speech conducive to your audience, using the three canons
of speech and with some form of structure.
3. Rehearse
Obviously, situations will arise where you will not be able to effectively prepare a formal speech but, instead, must formulate an argument on the spot. As long as you are cognizant of these elements, you'll be more effective in your discourse.
More importantly, keep your cool when ma
3. Rehearse
Obviously, situations will arise where you will not be able to effectively prepare a formal speech but, instead, must formulate an argument on the spot. As long as you are cognizant of these elements, you'll be more effective in your discourse.
More importantly, keep your cool when ma
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ing your pitch and stay in
control. Debate should be tempered so that you do not engage the
ire of your audience (unless that is your intent). Viciousness should be
left at the door. Be organized, be prepared, and enjoy the ride.
“In a republican nation, whose citizens are to be led by reason and persuasion and not by force, the art of reasoning becomes of first importance”
- Thomas Jefferso
“In a republican nation, whose citizens are to be led by reason and persuasion and not by force, the art of reasoning becomes of first importance”
- Thomas Jefferso
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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