Message vs. Messenger
Americans link message and messenger. The message, its form, and most importantly its presenter create a unity. In the U.S. business context the presenter takes center stage. Americans believe that “you sell yourself first, then your product or service.”
Problem vs. Opportunity
Americans strive to see problems as opportunities. And opportunities are to be exploited. Competent is that person able to recognize opportunities in difficult situations. In the American business context to be persuasive is to focus primarily on opportunities.
System vs. Particular
Americans are particularistic in their thinking. They prefer to break down complexity into its component parts, in order to focus on the essential parts. Americans are skeptical of theory. Facts and experience are far more persuasive.
Past vs. Future
For Americans to be realistic means understanding what is possible. The possible is determined not only by present circumstances, but also by the ability to shape a new future. Persuasive is explaining how to move from the present into the future.
Inform vs. Sell
In the U.S. business world to persuade means to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is then asked to make a decision. Americans ask the so-called closing question in a direct and frontal way.
