Rhetorical Appeals

Ethos: Finding Common Ground

Create connection and trust by identifying shared values and experiences.

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What & why

What it is
A rhetorical strategy that builds trust by naming the values, goals, or experiences you genuinely share with the audience before introducing a difficult or contested idea. By establishing that you are working toward the same outcome, it positions you as an ally rather than an opponent, reducing the defensiveness that proposals for change tend to trigger. It frames subsequent recommendations as means to a mutually held end, making the audience more willing to consider them on their merits.
Why it works

People tend to extend trust and attention to those they see as on their side. Naming a shared goal or experience signals you belong to the listener's group before you ask anything of them, which softens the reflexive defensiveness that challenging ideas provoke. Once a person agrees that you both want the same outcome, a later proposal reads as a way to reach that outcome rather than an attack on their position. Establishing the common frame first lowers resistance and keeps the audience listening.

Before & after

Before

“You need to change your approach immediately”

After

“We both want this project to succeed, so let's explore how we might adjust our approach to achieve that shared goal”

When you’ll use it

Change announcements: "We all want this company to succeed" before discussing difficult restructuring decisions

Cross-departmental meetings: Acknowledging shared challenges like budget constraints or tight deadlines before proposing solutions

Client presentations: Identifying mutual business objectives and market pressures before recommending specific strategies

Performance discussions: Recognizing shared commitment to professional growth before addressing areas needing improvement

Pro tip

Start with 'Like you' or 'We all know' to establish shared experience.

Questions & answers

What is ethos through finding common ground?

Ethos through common ground builds connection by identifying shared values, experiences, or goals with your audience. It establishes rapport and makes audiences more receptive to your message by emphasizing what you have in common.

How do I find common ground in diverse business audiences?

Research your audience beforehand, identify shared business challenges, reference mutual goals or values, acknowledge shared experiences in your industry, and focus on universal business concerns like efficiency, growth, or customer satisfaction.

When should I establish common ground in my presentation?

Establish common ground early in your presentation, especially in your introduction, when addressing resistance or skepticism, and when transitioning to potentially controversial topics. It creates foundation for everything that follows.

Learn more

Aristotle, Rhetoric, Book I (MIT Internet Classics Archive)
Stanford Encyclopedia of Philosophy - Aristotle's Rhetoric
Purdue OWL - Aristotle's Rhetorical Situation

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