The Claim

What am I actually claiming, in one sentence?

Remember: If it takes more than one sentence, you have a topic, not a claim. A claim is something that can be disagreed with. If nobody would disagree, it's not a claim.

Your claim (one sentence):

The Room

Who am I claiming it to, and what do they already believe?

Tip: Be specific about roles and what they care about. The same claim lands differently on different people.

The Evidence

What is my single strongest piece of evidence?

Not your three best pieces. Your one best piece. The one that holds up if someone leans on it.

Your strongest piece of evidence (one sentence):

What's in reserve? (optional)

The Cost of Yes

What am I actually asking this room to give up, do, or risk?

Key insight: If you can't fill this in, you don't know what you're asking for.

What does it cost in TIME?

What does it cost in MONEY?

What does it cost in RISK / REPUTATION?

What does it cost in POLITICAL CAPITAL?

What does it cost in OPPORTUNITY?

The Steelman

What is the strongest objection a smart person could make?

Tip: If all three could be answered with the same one-liner, you're still inside your own head. Go again.

Objection 1:

Objection 2:

Objection 3:

For the strongest objection, write your response using "and" not "but":

Pre-Flight Brief

Your argument preparation summary