We now come to what might be considered the heart of rhetoric, which is how to use our speech and writing to convince others of things we would like them to think, feel, or do. I hope that by now I’ve made clear why we didn’t jump straight into persuasion, as central as it may be. If we aren’t clear on our values and ethics, persuasion becomes a matter of mere expediency, twisting and turning to whatever shape suits our self-interest. Even with values nailed down, though, if we can’t think through how set goals and pursue them effectively, then we will not know when or how to deploy our…