ABSTRACT
As well as clarity and meaningfulness, there is another quality of language that’s crucial to propagating the culture of a progressive organisation – its rhetorical power. Unfortunately, ‘rhetoric’ has become a dirty word. You’ll see why, shortly. Yet rhetoric is all-pervasive in organisational communication. You can’t escape it. You may not even recognise it. Rhetoric, as metaphor, is so ingrained in the English language it’s easy to miss it. But there it is – all the time – conditioning people’s minds, exerting an invisible influence on their thoughts and feelings.
