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The three modes of persuasion described in Aristotle's Rhetoric are useful strategic tools for the negotiator.
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ARISTOTLEARISTOTLE384 - 322 B.C.384 - 322 B.C.
THE RHETORICTHE RHETORICThe Art of PersuasionThe Art of Persuasion
EthicalEthical Personal character makes speech crediblePersonal character makes speech credible
EmotionalEmotional Stirring the emotions of the listenerStirring the emotions of the listener
RationalRational Proving a truth by demonstrative Proving a truth by demonstrative
argumentargument
The Rhetoric is a toolbox for political oratorsThe Rhetoric is a toolbox for political orators
RATIONAL MODE 1RATIONAL MODE 1 Western thought processes are Western thought processes are
AristotelianAristotelian We can not hold contradictory points of We can not hold contradictory points of
viewview Basic logic must be adhered to Basic logic must be adhered to Propositions supported by verifiable factsPropositions supported by verifiable facts
Techniques Techniques DemonstrationDemonstration RefutationRefutation PossibilityPossibility FactsFacts ExamplesExamples ParallelParallel DegreeDegree
RATIONAL MODE 2RATIONAL MODE 2 Case Study 1 : Irish Social PartnershipCase Study 1 : Irish Social Partnership
Employer/Union relations pre 1990Employer/Union relations pre 1990 Adversarial pay bargainingAdversarial pay bargaining High inflation = economic stagnationHigh inflation = economic stagnation
Bertie Ahern’s proposalBertie Ahern’s proposal Tax + inflation erode pay increasesTax + inflation erode pay increases Offer tax cuts in return for pay restraintOffer tax cuts in return for pay restraint
Enlightened union leadershipEnlightened union leadership Pragmatic attitude, open to rational Pragmatic attitude, open to rational
argumentargument Investment the motor of growth and Investment the motor of growth and
employmentemployment
RATIONAL MODE 3RATIONAL MODE 3
Differing rational systems Differing rational systems
Within Western EuropeWithin Western Europe France : Cartesian rationalismFrance : Cartesian rationalism British Isles : Baconian empiricismBritish Isles : Baconian empiricism
Outside EuropeOutside Europe China : rational approach may be China : rational approach may be
inappropriateinappropriate
Intercultural awarenessIntercultural awareness« Rhetoric is concerned not with what seems « Rhetoric is concerned not with what seems
probable to a given individual … but with what probable to a given individual … but with what seems probable to men of a given type » seems probable to men of a given type »
ETHICAL MODE 1ETHICAL MODE 1Gaining trust requires going beyond fact and argumentGaining trust requires going beyond fact and argument
3 qualities inspire confidence3 qualities inspire confidence Good senseGood sense Good moral characterGood moral character GoodwillGoodwill
Integrity, credibility and reputation Integrity, credibility and reputation are keyare key
ChinaChina VietnamVietnam IndiaIndia
ETHICAL MODE 2ETHICAL MODE 2
Case Study 2 : Jimmy CarterCase Study 2 : Jimmy CarterCamp David, SALT II, Conflict mediationCamp David, SALT II, Conflict mediation
Justice for all parties involvedJustice for all parties involved Reconciliation Reconciliation
Case Study 3 : Robert MaxwellCase Study 3 : Robert MaxwellBuyout of Daily Mirror, breaking union powerBuyout of Daily Mirror, breaking union power
UnethicalUnethical AggressiveAggressive Dirty tricksDirty tricks
EMOTIONAL MODE 1EMOTIONAL MODE 1Get the other party to like (or fear) youGet the other party to like (or fear) you
Friendly feelingFriendly feelingWe call this building rapport, networkingWe call this building rapport, networking
Behavior likely to elicit positive Behavior likely to elicit positive attitudesattitudes
Good temperGood temper HumourHumour PraisePraise Don’t criticizeDon’t criticize Don’t hold grudgesDon’t hold grudges Don’t badmouth othersDon’t badmouth others AdmirationAdmiration ResemblanceResemblance
EMOTIONAL MODE 2EMOTIONAL MODE 2
Emotional strategy is keyEmotional strategy is key Latin AmericaLatin America IndiaIndia Middle EastMiddle East
Emotional strategy is inappropriateEmotional strategy is inappropriate SwedenSweden NorwayNorway Denmark Denmark
EMOTIONAL MODE 3EMOTIONAL MODE 3 Fear Fear
« « the expectation that something destructive will the expectation that something destructive will happen »happen »
Case Study 4 : P&G Joint Venture Case Study 4 : P&G Joint Venture CompanyCompany
Insist on concessionsInsist on concessions Apply pressureApply pressure Make threatsMake threats
ConfidenceConfidence « « the expectation associated with a mental picture of the expectation associated with a mental picture of the nearness of what keeps us safe and the absencethe nearness of what keeps us safe and the absence
or remoteness of what is terrible »or remoteness of what is terrible »
EPILOGUEEPILOGUE
1.1. Make the audience well-disposed towards Make the audience well-disposed towards yourselfyourself
2.2. Magnify or minimize the leading factsMagnify or minimize the leading facts
3.3. Excite the required state of emotion in Excite the required state of emotion in audienceaudience
4.4. Refresh their memoriesRefresh their memories
CONCLUSIONCONCLUSION
The modes of persuasion described by Aristotle were The modes of persuasion described by Aristotle were reserved for an elite of lawyers and politicians. Yet reserved for an elite of lawyers and politicians. Yet
they are timeless, still relevant and useful in today’s they are timeless, still relevant and useful in today’s global marketplace. global marketplace.
The 3 modes find their parallels in current The 3 modes find their parallels in current concernsconcerns
Business ethicsBusiness ethics Emotional intelligenceEmotional intelligence Applied artificial intelligenceApplied artificial intelligence
FUTURE OF NEGOTIATIONFUTURE OF NEGOTIATIONConstructing software agents that will optimally Constructing software agents that will optimally
negotiate on behalf of the real world parties that negotiate on behalf of the real world parties that they represent. That will put experienced and poor they represent. That will put experienced and poor human negotiators on an equal footing, and save human negotiators on an equal footing, and save
them negotiating effortthem negotiating effort . .
- -Tuomas W. SandholmTuomas W. Sandholm-
This generation of negotiators is required toThis generation of negotiators is required to Operate in a truly global marketplaceOperate in a truly global marketplace Deal with partners from a variety of culturesDeal with partners from a variety of cultures Be adaptable and flexibleBe adaptable and flexible Possess a variety of negotiating strategies Possess a variety of negotiating strategies
and stylesand styles