Ethos: Finding Common Ground
Create connection and trust by identifying shared values and experiences.
What & why
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
“You need to change your approach immediately”
“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?
How do I find common ground in diverse business audiences?
When should I establish common ground in my presentation?
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