Ad Hominem
Attacking the person making an argument instead of addressing the argument itself.
What & why
It works because people use credibility as a shortcut for truth. When you cannot easily judge a claim on its merits, the speaker's character feels like a reasonable proxy, so discrediting them tends to discredit the idea by association. The attack also stirs a quick negative emotion toward the person, and that feeling colors how the audience weighs everything they say. It shifts the conversation from the harder question of whether the argument holds to the easier one of whether the person is likable.
Before & after
“We shouldn't listen to Sarah's proposal because she's only been here six months.”
“Sarah's proposal has merit, but I have concerns about timeline feasibility given our current resources.”
When you’ll use it
Meeting pushback: Instead of 'That's a bad idea because...' avoid 'You always have unrealistic suggestions' - attack the idea, not the person
Performance reviews: Focus on work quality, not personality: 'This project missed deadlines' not 'You're disorganized'
Strategy debates: Counter with data: 'Market research shows different results' not 'You don't understand our customers'
Pro tip
Attack ideas, not people. Separate the argument from who's making it.
Questions & answers
What is ad hominem fallacy in business communication?
How can I avoid ad hominem attacks in professional discussions?
How do I respond when someone uses ad hominem against me?
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